We propose a new and computationally ecient continuum damage based model, able to predict fibre /matrix shear failure under longitudinal compression for a UD ply. A structure tensor based continuum damage formulation is placed in context with the UD ply, where the elastic material response is governed by transverse isotropy. To represent the proper energy dissipation, an elastic damage model is formulated in the invariants of fibre/matrix shear and fibre compression, including failure initiation and progressive damage modeling. We are guided by the anisotropic elastic model to define four strain invariants, representing key features of the UD-ply microstructure. The damage model is applied to a Non-Crimp Fabric (NCF) composite and compared to a state of the art model based on kinking theory [6]. Instead of invoking the geometric instability into the material model, a key feature is to consider the geometrical fibre kinking instability on the macro-level based on a finite strain formulation