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.

About Isabella Burley
Isabella Burley founded Climax Books in London in 2020 as a home for rare editions, adding a New York outpost in 2024. At 17, she started on the shop floor of Dover Street Market with Comme des Garçons, then later served as editor-in-chief for Dazed & Confused from 2015 to 2021. Additional appointments include Helmut Lang and Acne Studios.

‘A grail for obsessive little fashion freaks everywhere’. —Los Angeles Times

‘Subversive’. —Dazed

‘[T]here is something deeply poignant about portraits of people whose modestly proportioned living spaces are dominated by their treasured fashion archives, and who are often making many sacrifices in other areas of their lives to acquire new items’. —AnOther

‘Happy Victims…remains one of the clearest visual records of how branding, personal identity, and private living space intersect’. —Yokogao Magazine

features & facts

• Published by Apartamento Publishing S.L.
  
• Release date: July 8, 2025
  
• Dimensions: 300 x 230 mm
  
• Pages: 184 pages
  
• Binding: Hardcover
  
• ISBN: 978-84-09-73269-2