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.