There’s nothing we love more than innovation and the opportunities that arise from technological developments.

Whilst there has been lots of talk in the role that Artificial Intelligence will have in the future of hairdressing, the Australian fashion industry deployed CGI for the very first time this past AAFW with INJURY’s Digital Fashion Show. The technology cleverly allowed for those watching to purchase directly – and immediately – from the runway, allowing for instant conversion opportunity… A dream come true for any label or retail outlet!

INJURY’s cutting edge aesthetic lends itself perfectly to a concept like this futuristic CGI Fashion Show Experience, which is hugely important as it adds authenticity to the decision to go digital for a collection. It shows us the effectiveness of extending opportunity through tech, without sacrificing unique brand personality.

Whilst this Aussie fashion-first demonstrates exactly what is possible in terms of the opportunity that tech unlocks in the consumer journey, it’s exciting to think of what this type of innovation in AI can potentially unlock for the hairdressing industry.

Be sure to check out the INJURY 21/22 COLLECTION below, and shop the runway right HERE.



The Virtual show format allows INJURY to enhance our brand’s storytelling, without the limitations of a physical runway show. After the last year of adjustment, we’ve expanded our vision for what fashion’s capabilities are. We want to blur fashion’s line between digital and reality.”

Eugene Leung, INJURY Founder and Creative Director.