For its 60th anniversary, K-Way presented In Y/Our Life. The Hidden Side of Everyday Things, an exhibition that reintroduced ordinary objects as cultural icons. Held at Atelier Richelieu during Art Basel Paris 2025, the show brought together 14 artists and 13 heritage brands, offering a sharp reflection on how everyday items shape memory, identity, and contemporary design culture.

Rather than focus solely on the iconic K-Way jacket, the exhibition positioned it alongside brands such as Bic, Chupa Chups, Moon Boot, and Post-it — highlighting how products initially created for simple utility have evolved into symbols of entire decades.

Artist installations expanded this narrative. Works by Olimpia Zagnoli, Nadine Fecht, Patricia Urquiola, and others transformed mundane items into sculptural or involving experiences. Zagnoli’s collaboration with Chupa Chups — constructed from 9,000 lollipops — turned a familiar childhood object into an immersive landscape. Another notable highlight came from SensU, presenting Francesca Casale’s olfactive sculpture The Smell of Love. Using folded K-Way raincoats adapted with Moka Bialetti coffee filters, Casale translated the aroma of coffee into a tactile, intimate installation rooted in the emotional power of daily rituals.

Together, In Y/Our Life demonstrated how a brand can curate its heritage while collaborating across art, design, and pop-culture references. The exhibition positioned K-Way not simply as a nostalgic label, but as a compelling example of how everyday objects accumulate cultural meaning — and how design can uncover the stories behind the simple things we often overlook.