The hair styling revolution: When technology & fashion meet on the runway

The worlds of fashion and technology merge spectacularly on the ETRO runway for Spring/Summer 2025 in Milan. A surprising collaboration between renowned designer Pierre Polo Lai and the Dyson company brings to the fore the next generation of hair styling devices, and demonstrates how technological innovation can seamlessly integrate with high fashion.

In the spotlight of the fashion show are two innovative products from Dyson, which change the rules of the game in the field of professional hair design. The Dyson Supersonic r™, a professional hair dryer, presents a revolutionary design that is 30% smaller and 20% lighter than its previous counterpart. The new device combines advanced technologies such as the Dyson Hyperdymium™ motor and smart frequency detection sensors, which allow automatic adjustment of the air flow and temperature to the user's needs.

Next to it, the Dyson Corrale™ hair straightener stars, featuring a unique flexible plate technology. This innovation enables hair styling with half the damage compared to traditional straighteners, while maintaining professional performance at the highest level. The ability to work without cables for up to 30 minutes gives hair stylists unprecedented creative freedom, especially in a dynamic work environment such as backstage at fashion shows.

The collaboration between Pierre Polo and Dyson demonstrates how advanced technology can be harmoniously integrated with the world of fashion. The designer managed to integrate the innovative devices as an integral part of the looks on the runway, when they are used not only as work tools but also as fashion accessories in their own right.

This collaboration marks a new trend in the world of fashion, where technology and design go hand in hand. This is evidence that technological innovation is not limited only to electronic devices, but can influence and change the world of fashion and beauty as well.