Happy Victims, Kyoichi Tsuzuki

Between 1999 and 2006, before fast fashion and social media changed the world forever, Kyoichi Tsuzuki published 87 instalments of his Happy Victims series in the fashion magazine Ryuko Tsushin. In cramped quarters across Tokyo, these anonymous disciples joyously detailed the ritual and the sacrifice of their brand-name obsessions. A Buddhist monk with a Comme des Garçons shopping habit, an Alexander McQueen collector listening to neighbours through paper-thin walls—photographed at home, their collections before them, Kyoichi’s anti-heroes exist in parallel to the fashion universe of fame, fantasy, and glamour. Happy Victims was first published in book form in 2008. Long out of print, this edition follows Apartamento’s reissue of Kyoichi’s earlier seminal work, Tokyo Style. The new hardcover design comes with an updated foreword by the author, Japanese photographer Kyoichi Tsuzuki, and an introduction by Isabella Burley of Climax Books.

While the cover and belly band have been completely reworked, in collaboration with designer Han Gao, the book’s interior maintains a simple, documental format: one happy victim per spread, Kyoichi’s photos supplemented by a short commentary on the individual and his or her daily schedule. Not typically members of the leisure class, the goths, Lolitas, and stringent Margiela fans must also go to work and find time to care for their clothes. 

About Kyoichi Tsuzuki
A Tokyo native, Kyoichi Tsuzuki is an award-winning photographer and a former editor at such iconic publications as Popeye and Brutus. He received the 1996 Ihei Kimura Award for his first photography exhibition, Roadside Japan, and has since shown work at the White Cube Gallery, London, MUDAM Luxembourg, Galerie Da-End, and more. Kyoichi is also the author of Tokyo Style, a cult classic reissued by Apartamento in 2024.