K-Way, the iconic French label, is celebrating its 60th anniversary with the latest edition of its “In Y/Our Life” exhibition, set to open during Art Basel Paris from October 23 to 26, 2025. This unique art-meets-brand initiative blends international artistry with everyday objects, reimagining them into creative installations and performances.
Originally launched in Milan in February and later in London during Photo London, “In Y/Our Life” features a multi-disciplinary approach, including sculpture, painting, video, performance art, and installation. The Paris edition will be staged at the historic Atelier Richelieu, integrating brand collaborations with globally recognized artists to offer a dynamic cultural experience.
One highlight is “Sweet Torture” by Olimpia Zagnoli, created in collaboration with Chupa Chups, featuring a beach hut embedded with 9,000 lollipops. Additionally, a cappella performances by Linda Messerklinger pay homage to Maurice Ravel’s “Boléro,” marking the 150th anniversary of the composer’s birth.
The exhibition introduces new artistic contributions, including German artist Nadine Fecht’s drawings made from hundreds of Bic pens and a tribute to street artist Daniel Baugeste, who historically transformed K-Way’s public visibility in China. Visitors are also encouraged to interact, sharing personal K-Way memories on Moleskine shelves using Bic pens and Scotch tape, blending participatory art with brand storytelling.
K-Way CEO Lorenzo Boglione emphasizes that the exhibition is more than a celebration—it’s an immersive storytelling experience that unites iconic brands and artists, reflecting cultural values, creativity, and heritage. As part of BasicNet, which also includes Superga and Kappa, K-Way achieved €409 million in sales in 2024, demonstrating its global influence in both fashion and experiential art.
“In Y/Our Life” at Art Basel Paris exemplifies the growing synergy between fashion brands and contemporary art, providing audiences with an engaging, multi-sensory journey that celebrates creativity, history, and collaboration on an international scale.
