K -way celebrates 60 years with a fashion show and an exhibition in honor of the poetry of everyday life

K -way, not alien to the fashion parades, but debuted in the official calendar of Milan Fashion Week, took the catwalks to celebrate 60 years of everyday style. The brand showed its legacy, highlighting the poetic side of daily life along with tags of related ideas and selected artists.

“We have been organizing shows for five years, and every year, we question if a brand like ours makes sense, a brand for all people, for everyday life, which remains faithful to itself over time, to be part of the fashion week, since fashion is always changing,” said Lorenzo Boglione, president of Basicnet Group, who owns K -way, in an interview with Fashionnet.com.com. “Our answer is always the same: it is worth it if we have a story to tell. This year, for our anniversary, we wanted to share our history but, more importantly, K -way's values, raising them through art and celebrating the brilliance of other brands that make everyday life a little easier and more happy.”

This vision led to the creation of “in and/our life: the hidden side of everyday things”, a global multidisciplinary exposure that explores the poetics of everyday life. The project highlights K-Way's legacy along with other iconic brands, offering a trip through archives, design and art to show its cultural importance.

The diverse selection of international brands chosen by K-Way for this project includes BIC, Bortalco, Borsalino, Chupa Chups, Bialetti, Moleskine, Pongo, Polaroid, Post-Tit, Rollerblade and Scotch. While the artists involved with their works are Francesca Casale, Serafin Gerber, Agostino Iacurci, Koo Jeong-A, Eva Jospin, Masha Leonenko, Tomáš Libertingy, Andrea Magnani, Emiliano Ponzi, Luisa Rabbia, Leanne Shapton, Patricia Urquiola and Olimpia Zagnoli.

Described as “an in -depth cultural study that will lead to the public to an exciting trip, exploring the evolution of timeless brands and offering an authentic and attractive vision of its cultural and commercial impact,” the exhibition “in and/our life”, curated by Nova Express and Gianluigi Ricuguerati, opened on February 25 in the Museum of the Permanent Museum in Milan in Milan, which will continue to be Dourati In the following months, your trip will continue in some of the most important art events in the global cultural scene: Photo London in May, Frieze Seoul in September and Art Basel Paris in October.

“In and/our life” is divided into three sections. The first, “Happy when it rains,” celebrates the 60th anniversary of K -way. It presents a trip through the historical archive of the brand, where original objects and iconic pieces count decades of innovation and change, from the first waterproof to more recent evolutions.

The second section, “everyday icons”, explores the archives of the brands of the partners, showing prototypes, ads, historical objects, videos and tangible evidence of their creativity.

The third section, also entitled “In Y/Our Life”, is the heart of the project. Through works, facilities, inventions and stories inspired by the values ​​and DNA of these iconic brands, 13 artists around the world reinterpret the hidden side of everyday life, offering a new perspective on their most symbolic objects.

“To continue this trip and project, the Fashion Parade for our R&D FW25 collection will also take place at the Museo Della Permanent and will have an installation on the track of one of the artists involved in the exhibition, Agostino Iacurci,” said Boglione.

The mixed fashion parade pays tribute to the brand's roots, the innovative spirit and the timeless icon: the rain jacket Vrai, presented for the first time in 1965, serves as the main inspiration for the entire collection.

An offer that focuses mainly on the three-layer nylon fabric, with layer techniques that complete the appearance while maintaining the filling to a minimum. The pocket, traditionally placed inside the jacket, now moves outside, while iconic white zipper is reinvented in black.

An outstanding piece is the layer, designed to wear on the jacket or as an additional sleeve. For AW 2025, K-Way is slightly drows from its unisex approach by introducing designs with nylon combined with wool or satin for a more feminine touch.

The colored palette of the collection presents burgundy, orange, lime, blue-negro and Bluette, with the last tones by providing a more masculine aesthetic to select garments.

But the K-Way AW 2025 collection extends beyond the outer clothing, with soft knitted clothes, wool skirts and nylon that create striking texture contrasts, choicely customary cargo pants and diving dresses.

The alignment is completed there is a capsule collection in collaboration with the Parisina Cahu brand, which presents PVC bags and designs made in Le Vrai 4.0 nylon.