Joe Habbaki takes the WIN for New Creative Force, Hair Expo 2018

Owner and Director of TONI&GUY Armadale, Joe Habbaki feels just as at home session styling for national magazines like Instyle, Harpers Bazzaar, Elle and Fashion Journal  as he does in the Salon. After stacking up multiple awards throughout his hair dressing career, Joe adds one more exciting win last week at Hair Expo, taking home the trophy for New Creative Force.

Joe Habbaki, Toni&Guy, Hairdresser, Hair ExpoWe were super excited when Joe approached us to shoot his ‘THE BEAUTIFUL PEOPLE’ collection. Below is how he describes the shoot and the creative process. (crazy thoughts in his head).                                                                                                                                                 Chat to Anniss+Barton for your next shoot              CHAT NOW

Set at the epicentre of hair fashion, The Beautiful People draws on dark histories and bold aesthetics to proudly display the allures of Gothic and heavy metal cultures. 

I was inspired by the place of Gothicism in fashion history, which is scattered within collections devoted to the shade of black, as well as in textures and moods that exude this omnipresent theme. Examples include Marc Jacobs’ Louis Vuitton swan song, and a vintage Comme des Garçons show circa Autumn Winter 1992, both of which greatly inspired me. These iconic shows pushed me to think about subcultures centred more broadly on bold, dark fashion, from Gothic culture to Japanese Lolitas and heavy-metal musical sub-genres, particularly as led by musical and fashion icons Marilyn Manson (whom this collection is named for) and KISS.


I was motivated to create a collection devoted to those groups and inspired by the demographic of people who wear black, listen to heavy metal music and, most importantly, stand out in a crowd.

This inspiration drew me to far more than colour, and I created the looks with an emphasis on shape and texture in regards to both hair and garments. High hairlines, shaved sections (particularly on the sides of the head) and a messy, yet controlled, movement in shape, present the diversity of these cultures within the one overarching aesthetic.

Beyond the hair, I considered elements such as the bold beauty look. Dark eye makeup was a feature component of this brief, while shaved eyebrows tended towards the unusual and unique, allowing the models to look interesting and striking, dually barbaric and beautiful. Black coloured garments – the initial inspiration and cornerstone of the collection – were paramount, and executed with leather, netting and chains to finish off the collection in its entirety. 

The images created in The Beautiful People sit at the cross section of hair, fashion, music and history, equally relevant on a runway or in a mosh pit. Inspired by the colour black, its place in fashion history and the personas of those who don it as a uniform, my collection uses these themes to discover more about these cultures and repurpose their roles in hair and fashion today


Photography & Video – Anniss+Barton

Hair – Joe Habbaki – Toni&Guy Armadale

Styling – Milana de Mina | Make Up – Shev Kelly & Vanessa Barney

Talent – Amylee Gowan | Hayley van Ree | Claudia Carltonallen
Bronte Keating | Tahlia Nicole

Any photoshoot is a team effort with many working parts to create a successful collection. Anniss+Barton are here to help. From pre-production & story/mood boarding, we have a professional team of fashion stylists, make up artists and videographers. We can even organise the catering.

The collaboration starts the moment you contact us – your success is our success – cliché aintit 🙂


    Anniss Barton, Hair Expo, Toni&Guy