INJURY, IN COLLABORATION WITH REAL PARENT,
PIONEER NEW FASHION REALITIES WITH HYBRID PHY-GITAL COLLECTION AT AAFW. 

A BLEND OF THE TANGIBLE AND DIGITAL WORLDS TO CREATE A SPECTRUM OF EXPERIENCES.

Wednesday 17 May – Today,  INJURY a multidisciplinary creative lab, in collaboration with REAL PARENT presented its 2023/2024 fashion collection ‘0000’ in a hybrid-phy-gital (physical and digital) fashion runway show blending the physical and digital worlds, during Australian Afterpay Fashion Week (AAFW) at Carriageworks, an AAFW first.

For the first time since 2017, and after a series of digital runways, INJURY returned to showing a gender neutral phy-gital runway with their 23/24 collection ‘0000’, to display the delicate yet expansive line between the physical and digital worlds of fashion as they merge into one. Spanning across almost 20 years, the Australian label has showcased their runway collections on-schedule at worldwide fashion weeks including Paris, New York, Shanghai and Sydney.

Designed by duo Eugene and Dan, INJURY drew on elements of ethereal fantasy and goth aesthetics to bring guests a metaphysical fashion experience. With over 450 guests in attendance, the show offered an array of interactive and unique activations that included a physical fashion show, a Computer Generated (CG) Metaverse Film premiere, an AR activation and a See-Now-Buy-Now Collection.

Throughout the show the collaboration of both physical and A.I technology featured an interconnecting narrative where real life models were mimicked by avatar models on screen. The show explored the interplay between beauty and the grotesque, through the concept of “belle-laide” - a signature INJURY style. The theme of love ran throughout as guests were taken on a journey of the imagination, creating a synergy effect that was ultra-impressive to the audience.

The hybrid format defined how a physical fashion show can merge seamlessly with digital fashion (fashion digital twins), metaverse and wearable NFTs. AR (Augmented Reality) activations were also utilised during the runway with guests encouraged to scan QR codes for an engaging experience through Instagram. In conjunction with cutting edge physical and digital visuals, the show was brought to life with a completely bespoke musical score designed by INJURY creator Eugene Leung under REAL PARENT. 

This eco-conscious brand has prioritised following a sustainable design process for the INJURY collection. Eugene and Dan cut down carbon emission and wastage during the usual clothing sampling process by 70% by incorporating digital clothing simulation into their design process and creating only made-to-order long-lasting pieces with quality craftsmanship.

Guests in attendance will be gifted unique CASETiFY products designed by INJURY and Primer & Make Up Remover from Make Up Forever, RP Bubble Stickers by REAL PARENT.

Their 2022 / 23 fashion film ‘Rare Reality’ debuted at AAFW in May 2022 was the first ever Metaverse Fashion Show at AAFW, that bridged Fashion Metaverse, Tech, Music and Art. The fashion film won numerous film accolades including Winner of ‘BEST DIGITAL FASHION’ fashion film at Berlin Fashion Film Festival, Winner of ‘BEST VISUAL & SPECIAL EFFECTS’ at UK Fashion Film Festival and WINNER OF BEST FASHION FILM, WINNER OF BEST CREATED ENVIRONMENT at SENSEI FILM FESTIVAL (Tokyo). The film is also officially selected and screening at ASVOFF 14 (Paris) and on SHOWstudio.com

SHOW CREDITS
Afterpay Australian Fashion Week
Wednesday 17 May 2023, 2pm at Carriageworks
INJURY 2023/24 FASHION COLLECTION ‘0000’


INJURY Founder and Creative Director: Eugene Leung

INJURY Design and Brand Director: Dan Tse
Creative Direction and Production: Eugene Leung, Dan Tse
On-site Production: Simon Hayward

PR: Twofold Media

Hair Director: Richard Kavanagh

Hair Sponsor: Redken

Makeup Director: Susan Lillian
Makeup Sponsor: Make Up Forever

Nails: CJ Artistry

Intro and Outro Music – ‘There We Found’ by INJURY
Runway & Finale Music - ‘Synthetic Consciousness’, ‘Escape from Zeroland’, ‘The Soul Injection’ by REAL PARENT     
Featuring Body Sculpture pieces by INJURY x Caroline Zimbalist       

Featuring Tech Accessories collection by INJURY x CASETiFY
Special thanks to Assunta, Rachel, Vicky, Shimmy, Jun, Lux, Kate, Yasmin, Felynn, Kieran, Laurii and Hayley.

‘0000’ - A film by INJURY featuring 2023/24 ‘0000’ Collection
CG Art, CG Characters & Animation by REAL PARENT
CG Film Music ‘The Machine Formation’ by REAL PARENT
REAL PARENT collective – Creative Director & Music Creator: Eugene Leung, Creative Producer: Dan Tse, 3D Design & Tech Director: Curtis Li
’Zeroland’ CG Environment Art by Henry W Pyne
Story by INJURY
All CG Characters wear INJURY 2023/24 ‘0000’ Collection

INJURY show sponsors included CASETiFY, REDKEN and Makeup Forever.

ABOUT INJURY 

Established in 2004 by Eugene Leung, multi-disciplinary artist, fashion visionary, musician, and award-winning CG film maker,  INJURY the label was inspired by the ever expansive relationship between reality and dreams.

Recognising his work in bridging Digital Art & Fashion, and creating a brand that is more than fashion, Eugene was named as Changemaker 2022 by Afterpay Australian Fashion Week.

Merging the physical and digital fashion universes together, INJURY pushes the boundaries of what it means to create and experience fashion. Digital clothing simulations during the sampling process develop a core branding pillar centred around sustainability and global awareness. 

 INJURY minimises its carbon footprint through mindful manufacturing and slow fashion for a gender-neutral, timeless audience.
INJURY went beyond fashion and is now a multi-disciplinary creative lab for all medium that co-exist between virtual and the real, the brand has released exclusive AR Fashion wearable NFTs and audio-visual NFTs with Crypto Fashion Week and DressX, which are now all sold out on foundation.