Milan: K-Way commemorates its 60th anniversary with an exhibition titled “In Y/Our Life” during Milan Fashion Week. Opening on February 25, 2025, it features artworks reinterpreting everyday objects and includes contributions from contemporary artists, showcasing a dialogue between vintage and modern design.
During the forthcoming Milan Fashion Week, K-Way will mark its 60th anniversary with a multidisciplinary exhibition titled “In Y/Our Life–the hidden side of everyday things.” Scheduled to open on February 25, 2025, at the Museo della Permanente in Milan, this project intends to explore how everyday objects can transform our lives through effective storytelling, visual imagery, and conceptual ideas.
K-Way, established in 1965, is celebrated for its innovative folding anorak, which significantly altered fashion choices by positioning itself as a leading name in rain and windproof apparel. The brand has become synonymous with functional elegance, emerging as an essential item for unpredictable weather conditions.
For this milestone celebration, K-Way has partnered with several iconic brands that have maintained a strong presence in the global market over the years, including Bic, Borotalco, Borsalino, Chupa Chups, Bialetti, Moleskine, Pongo, Polaroid, Post-it, Rollerblade, and Scotch. Each of these collaborations showcases the fusion of retro and modern design principles, a significant theme within the exhibition.
The accompanying exhibition features contributions from various contemporary artists tasked with reinterpreting these everyday items through bespoke artworks. Notable participants include 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. Their unique insights aim to create a cultural narrative that highlights the significant evolution and timeless relevance of established brands.
Curated by Nova Express and Gianluigi Ricuperati, the exhibition will take place throughout Milan Fashion Week and will also feature a dedicated fashion show in which K-Way is set to unveil its latest collection. Following its debut in Milan, the exhibition will embark on a global journey, showcasing its core themes at prominent cultural events such as Photo London in May, Frieze Seoul in September, and Art Basel Paris in October.
“In Y/Our Life” comprises three main sections. The first, titled “Happy when it rains,” delves into the last six decades of K-Way’s legacy, spotlighting sixty archival pieces that narrate the brand’s storied history through its iconic raincoats.
The second section, “Everyday Icons,” will highlight artefacts from the archives of partner brands, providing an overview of their creative journeys. This part of the exhibition will feature prototypes, advertisements, historical items, and other representations of innovation and design that reflect the evolution of these brands.
The final section, “In Y/Our Life,” will present an array of installations and narratives crafted by the participating artists, showcasing their interpretations of the ideals and cultural significance embodied within these well-known brands.
In addition to the visual display, K-Way will facilitate a series of discussions, workshops, and activities aimed at engaging key figures from the contemporary cultural milieu. This dynamic programming is intended to further highlight the exhibition’s themes and foster dialogue about the continued relevance of vintage-inspired fashion in today’s fast-evolving industry.
Source: Noah Wire Services
