A history of consumerism and excess
It is the weekend of Photo London, and Somerset House, which hosts the fair – and London as a whole – is buzzing with photography. The Emmy Award-winning filmmaker and photographerGeneration Wealth
. 25 years in the making, it is a distillation of Greenfield’s social documentary work focusing on the culture of wealth: new money, old money, the addictive nature of consumerism, materialist desire, the cult of celebrity; you name it, it’s here. Personal testimonies based on interviews by Greenfield, often surprisingly honest and deeply moving, add an extra dimension to the images.
Elizabeth, 15, one of twelve girls to be presented at Tatler’s Debutante Ball, before the ball at the Ritz-Carlton Hotel,What has changed in the time she’s been shooting is the prominence of the super rich as seen through “in our faces” images and footage, says Greenfield. “The one per cent is a very small group, but they are important for two reasons. One, they have a completely disproportionate influence, and two, everybody wants that.
Crenshaw High School girls selected by a magazine to receive “Oscar treatment” for a prom photo shoot take a limo to the event with their dates, Culver City,is something of a morality tale in that the stories of longing, pain and loneliness confirm that chasing money and goods doesn’t make us happy, says Greenfield. “In a way, the moral of the story of which so many of the characters speak is the simplest thing in the world. You wouldn’t think you’d need 25 years to get to it.
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