K-Way, the iconic French label known for its triple-color zip jackets, has experienced a remarkable resurgence in recent years. Once associated with an older generation, the brand is now a fashion staple in cities like Milan and Paris. Their latest runway show, held at their headquarters in BasicVillage, showcased a collection that focused on geometry, shape, and vibrant primary colors, solidifying K-Way’s comeback.
The collection featured various interpretations of K-Way’s Le Vrai 3.0 jackets, with designs that transformed them into long skirts and flowing trains. The show also presented scuba gear-inspired looks, including sporty pants, tops, and asymmetrical skirts, along with sustainable fur pieces. Techno dance music filled the space, creating an energetic ambiance complemented by inflated statues and coats by artist Anna Franceschini. The venue, BasicVillage, is an industrial complex that houses a restaurant, craft beer brewery, and showroom spaces.
During a conversation with K-Way’s CEO, Lorenzo Boglione, he explained the brand’s vision for the show, highlighting color and technology as the main themes. These elements reflect K-Way’s heritage of vibrant blue, orange, and yellow zippers. The show’s backdrop, a white box, provided a canvas for the collection’s bold colors. Furthermore, the brand collaborated with artist Anna Franceschini, who infused air and wind into the fabrics, bringing movement and rhythm to the garments.
Boglione discussed the decision to host the show at their new headquarters, emphasizing the importance of strengthening the brand’s identity by connecting it to a physical space. BasicVillage’s ample showroom space allows K-Way to present its collections in a unique and immersive environment. Additionally, the complex features apartments that can accommodate both customers and company personnel visiting from other locations.
K-Way’s partnership with Orient Express for the America’s Cup was also discussed. With K-Way’s expertise in wind-resistant clothing, the collaboration was a perfect match. The America’s Cup, renowned for its rich history and technological advancements, attracts attention from top fashion and luxury brands. K-Way will be outfitting the crew of the Orient Express yacht and will serve as a sponsor and partner in a yacht race off the coast of Barcelona.
In addition to the America’s Cup partnership, K-Way is involved in various projects, including one that supports coral barrier reconstruction in Pacific islands. Working with Titouan Bernicot, a young individual from Tahiti, the brand aims to create products to protect individuals working in the ocean to plant corals.
Despite French luxury groups typically acquiring and developing Italian labels, K-Way has thrived under Italian ownership. Boglione emphasized that K-Way operates in a league of its own, distinct from conglomerates like LVMH. The brand was acquired when it was bankrupt, and it has been strategically repositioned for success.
Looking ahead, Boglione envisions K-Way’s global growth continuing to expand. While the brand is already well-established in France and Italy, it is experiencing strong growth across Europe. Despite the challenges posed by Brexit, K-Way plans to open a store in London in the coming months.
Financially, K-Way has experienced positive growth, with double-digit increases in revenue. Its parent company, BasicNet, reported approximately €1.3 billion in revenues for 2023, similar to its performance in 2002.
In conclusion, the revival of K-Way as a global brand showcases its ability to adapt to changing times while staying true to its heritage. With a focus on vibrant colors and technological innovation, K-Way continues to captivate the fashion world and expand its presence across continents.
Useful links:
– K-Way Official Website
– BasicVillage Official Website
