Description
In 1965, on a rainy day in Paris, an idea was born—one that would revolutionize outerwear: a lightweight, waterproof jacket that could be packed away in an instant. That was the beginning of K-Way, a brand that redefined practicality and style. From its iconic foldable jacket, a staple of its era, to its partnerships with ski teams in the ’70s, K-Way has always been a symbol of innovation and timeless design.
For over sixty years, K-Way has perfectly balanced functionality and style. Its signature designs, featuring heat-sealed zippers and a packable pouch, are crafted from waterproof, windproof, breathable, and insulating materials. Alongside these classics, the collection also introduces contemporary pieces and accessories that stay true to K-Way’s practical and innovative philosophy.
Le Vrai 4.0 embodies the dynamic spirit of K-Way, blending technical excellence with creative flair. A vibrant color palette and a sleek, essential design make these pieces ideal for any occasion, from urban settings to outdoor adventures. Lightweight, compact, and always ready for action, they remain the ultimate ally against wind and rain—without ever losing the brand’s signature bold, playful character.
60 faces – 60 years of iconicity, color, boldness, and fun. Whatever happens, we turn unexpected moments into a chance to be always ready.
This professional campaign titled 'En cas de' was published in Multinational Worldwide in March, 2025. It was created for the brand: K-Way, by ad agency: yoann et marco. This 360° medium campaign is related to the Sportswear industry and contains 38 media assets. It was submitted 3 days ago.
Credits
Advertising Agency: yoann et marco, Paris, France
Production Company: yoann et marco, Paris, France
Photographer/Director: Yoann Maestri, Marco Maestri
DoP: Mathis Frezouls
Set Design : Caroline Nedelec, Pierre Monfort, Maxime Chaiblaine
Stylist: Imruh Asha
Casting: RawStudio