K-Way® will celebrate its 60th anniversary with a free exhibition in Milan

The upcoming Milan Fashion Week will mark many important anniversaries-one of them being that of K-Way®, the brand that revolutionized wardrobes around the world, turning its name into a benchmark in rainproof and windproof clothing: an item that quickly conquered the lives of thousands of people, becoming a must-have for rainy days, on par with an umbrella, but even more comfortable and practical but also  essential and democratic product that practically everyone has bought, owned, or even inherited throughout their life. In addition to the fashion show during Fashion Week, the brand will present the exhibition "In Y/Our Life - The Hidden Side of Everyday Things", curated by Nova Express and Gianluigi Ricuperati, which will represent an immersive experience through which visitors will rediscover the hidden meaning of everyday objects. The exhibition project was born from the desire to explore the connections between design, art, and technology, revealing the unexpected stories behind the things we use every day without even thinking about it. "We wanted to celebrate this anniversary not with a self-celebratory event, but with a cultural experience capable of engaging the public," said the brand's CEO Lorenzo Boglione, and that is why the exhibition's journey unfolds through interactive installations, works of art, historical documentation, and innovative projects, with the intent to stimulate a reflection on our relationship with objects and their cultural, social, and ecological impact. The central idea of the exhibition is based on the need to become aware of the value, origin, and transformation of objects, often taken for granted. In the frenzy of modern life, we rarely stop to reflect on how a simple kitchen utensil, a smartphone, or a piece of clothing has a deep history and meaning to tell. In creating the exhibition, it was important for the brand to make it free for the public: "It’s a celebration we want to share with everyone, without exclusions," explained Lorenzo Boglione. It will only be necessary to register on the dedicated website to visit it or participate in talks and artistic performances.

"In Y/Our Life" offers a journey that combines past, present, and future, encouraging the audience to question what lies beneath the surface of objects, from their creation to the environmental and social implications of their consumption. The exhibition will open on February 26, 2025 at the Museo della Permanente in Milan, coinciding with Milan Fashion Week, where K-Way® will present its new collection with a dedicated runway show. "Milan is the perfect stage for the launch of the exhibition, especially during Fashion Week, a key moment for the city and the sector," continued CEO Boglione, for whom the Museo della Permanente is "an institution beloved by all Milanese and plays a fundamental role in the city's cultural landscape". In the following months, "In Y/Our Life" will continue its global journey, opening during some of the most relevant art weeks in the international cultural scene, where the brand will focus "on events related to art and photography, because the exhibition was born with a strong connection to the artistic world". The next stops will be Photo London in May, Frieze Seoul in September, and Art Basel Paris in October. "At the end of the year, we will launch a book in Paris, where the exhibition will conclude. This book will tell the story of K-Way®, with interviews and will also serve as a catalog documenting the entire project," the CEO finally announced. In addition to the exhibition, "In Y/Our Life" will offer a rich program of talks, workshops, and interactive activities, involving key figures from the contemporary cultural scene in an open dialogue between art, design, and technology.

The Structure of the Exhibition

The exhibition "In Y/Our Life" is divided into three distinct sections, each offering a unique perspective on the connection between everyday objects and our collective experience. The first section, "Happy when it rains", celebrates the 60th anniversary of K-Way® through a journey into its historical archive, where sixty iconic pieces tell the evolution of the brand that revolutionized the concept of the packable raincoat. A story that spans decades of design and innovation, showing how a garment can transform into a symbol of style and functionality. The second section, "Everyday Icons", explores the archives of partner brands, highlighting their impact on culture and design through prototypes, historic advertisements, iconic objects, and visual documents. This part of the exhibition is a journey through insights and transformations that have made certain products global benchmarks in their sector. The heart of the exhibition is represented by the third section, named after the exhibition itself: "In Y/Our Life". Here, the 13 international artists involved in the project reinterpret the symbolic objects of the partner brands through artworks, installations, and stories that reveal the hidden side of everyday life. The visitor is invited to look with new eyes at what surrounds them, discovering unexpected stories and meanings behind common objects.

The artists and brand partners involved

One of the most engaging aspects of the exhibition is the presence of artistic and interactive installations, created by internationally renowned designers and artists. «Commitment to art is a fundamental aspect of our identity, and this is clearly demonstrated by our 13-year sponsorship of Artissima, one of Italy's leading contemporary art fairs», commented Lorenzo Boglione. Furthermore, as he also announced: «The works created specifically for the exhibition will become an official part of the K-Way® archive». These works not only challenge the common perception of objects, but also offer unique sensory experiences that allow for the exploration of materials, shapes, and concepts in new ways. Through touch, sound, and vision, visitors are immersed in a journey that stimulates reflection and curiosity. The exhibition's curation is entrusted to Nova Express and Gianluigi Ricuperati, experts in design, art, and technology, who carefully selected the artists and projects on display. Noteworthy is the inclusion of other iconic brands that have defined pop culture, becoming, with their name, the quintessential definition of their product. «Our relationship with the other involved brands arises naturally from the common essence that unites them», explained the CEO. «These brands go beyond just the product: they are iconic, they are part of each of our daily lives».

Among the participants are creatives known for their research on sustainability and the relationship between humans and objects, whose work has been exhibited in major museums and international institutions. Each of these creators offers new perspectives on our world through a journey that encompasses various disciplines, including drawing, sculpture, painting, installation, video, and performance. Francesca Casale, also known as SensU, will present an olfactory work that combines the design of the K-Way® pocket with the aroma of coffee, evoking the Bialetti® Moka Express. Serafin Gerber, a Swiss photographer, will offer a series of Polaroid® instant photos capturing dreamlike scenes from cities in Europe, the United States, and Brazil. Agostino Iacurci, an Italian illustrator and sculptor, will invite the public to create sculptures using Pongo® modeling clay, while Koo Jeong-A, a Korean artist who represented her country at the Venice Biennale, will present drawings printed on Post-it® sticky notes to give to visitors. Eva Jospin, a French artist known for her tree installations, will exhibit drawings resembling plant maps on Moleskine® notebooks, while Masha Leonenko, a Ukrainian performer and writer, will offer an artistic skating performance exploring the contrast between light and darkness with her glowing Rollerblade® skates. Tomáš Libertíny, a Slovenian designer, will pay tribute to the Bialetti® Moka Express with a sculpture created in collaboration with bees, while Andrea Magnani, an Italian graphic designer and artist, will present a video animation based on e-mojis created with Gianluigi Ricuperati, translating the partner products into a universal visual language.

Emiliano Ponzi, a world-renowned illustrator, will visually interpret the power of the elements and digital writing, while Luisa Rabbia, an Italian painter, will exhibit a contemporary reinterpretation of the circles of Paradise from Dante’s Divine Comedy, using a technique that involves Bic® pens. Leanne Shapton, a Canadian illustrator, will explore an autobiographical narrative related to objects and romantic relationships through a series of tempera drawings. Patricia Urquiola, a Spanish designer and architect, will present the "Tree of Gifts," a work that will host the "Artist Gifts," the result of collaborations with the iconic products of the partners, while Olimpia Zagnoli, an Italian illustrator, will transform a beach hut into an artwork decorated with her distinctive patterns, embedding 6,800 Chupa Chups® lollipops into the walls to create a sweet and vibrant atmosphere. These artists, each with their own language and vision, invite visitors to explore the deep connection between objects and our daily lives, uncovering unexpected stories and turning the ordinary into the extraordinary.

To participate in the exhibition and register for the free talks scheduled during "In Y/Our Life - The Hidden Side of Everyday Things," you must register at the official link on the K-Way® website by clicking here.