K-Way, no stranger to fashion shows but making its debut on the official Milan Fashion Week calendar, took to the catwalks to celebrate 60 years of everyday style. The brand showcased its legacy, highlighting the poetic side of daily life alongside like-minded labels and selected artists.

“We’ve been staging shows for five years now, and each year, we question whether it makes sense for a brand like ours—a brand for all people, for everyday life, that remains true to itself over time—to be part of fashion week, given that fashion is always changing,” said Lorenzo Boglione, president of the BasicNet group, which owns K-Way, in an interview with FashionNetwork.com. “Our answer is always the same: it’s 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, elevating them through art and celebrating the brilliance of other brands that make everyday life a little easier and happier.”

This vision led to the creation of “In Y/Our Life – The Hidden Side of Everyday Things,” a global multidisciplinary exhibition exploring the poetics of everyday life. The project highlights K-Way’s legacy alongside other iconic brands, offering a journey through archives, design, and art to showcase their cultural significance.

The diverse selection of international brands chosen by K-Way for this project includes Bic, Borotalco, Borsalino, Chupa Chups, Bialetti, Moleskine, Pongo, Polaroid, Post-it, 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 Libertíny, Andrea Magnani, Emiliano Ponzi, Luisa Rabbia, Leanne Shapton, Patricia Urquiola and Olimpia Zagnoli.

Described as “an in-depth cultural study that will take the public on an exciting journey, exploring the evolution of timeless brands and offering an authentic and engaging view of their cultural and commercial impact,” the exhibition “In Y/Our Life,” curated by Nova Express and Gianluigi Ricuperati, opened on Feb. 25 at the Museo della Permanente in Milan, where it will remain for the duration of Fashion Week. In the following months, it will continue its journey at some of the most significant art events on the global cultural scene: Photo London in May, Frieze Seoul in September, and Art Basel Paris in October.

“In Y/Our Life” is divided into three sections. The first, “Happy When It Rains,” celebrates K-Way’s 60th anniversary. It presents a journey through the brand’s historical archive, where original objects and iconic pieces recount decades of innovation and change, from the first raincoats to more recent evolutions.

The second section, “Everyday Icons,” explores the archives of partner brands, showcasing prototypes, advertisements, historical objects, videos, and tangible evidence of their creativity.

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

“To give continuity to this journey and project, the fashion show for our R&D FW25 collection will also take place at the Museo della Permanente and will feature an installation on the runway by one of the artists involved in the exhibition, Agostino Iacurci,” Boglione pointed out.

The co-ed fashion show pays homage to the brand’s roots, innovative spirit, and timeless icon: the Le Vrai rain jacket, first introduced in 1965, serves as the primary inspiration for the entire collection.

An offering that primarily focuses on K-Way’s signature three-layer nylon fabric, with layering techniques that complete the look while keeping padding to a minimum. The pocket, traditionally placed inside the jacket, is now moved to the exterior, while the iconic white zipper is reimagined in black.

One standout piece is the cape, designed to be worn over the jacket or as an additional sleeve. For AW 2025, K-Way slightly diverges from its unisex approach by introducing designs with nylon paired with wool or satin for a more feminine touch.

The collection’s colour palette features burgundy, orange, lime, blue-black, and bluette, with the latter shades lending a more masculine aesthetic to select garments.

But K-Way’s AW 2025 collection extends beyond outerwear, featuring soft knitwear, wool and nylon skirts that create striking textural contrasts, elegantly tailored cargo pants, and Scuba dresses.

Completing the lineup is a capsule collection in collaboration with Parisian brand Cahu, introducing PVC bags and designs crafted in Le Vrai 4.0 nylon.