The Rich Kids of Instagram, with its carefully curated snaps of “yatchtubs” and expensive watch collections, is so 2012.
Now, in 2014, it’s all about the Rich Kids of Snapchat, a carefully curated look at — much the same thing.
The Snapchat version is reportedly the work of a 17-year-old British boy who insists he gives to charity and only created the page to inspire other young people to go out and achieve in the same way that he has. He says he has been able to achieve “great things” since starting out trading with just a few hundred pounds.
The site is populated with pictures of pools, Apple devices and personal aircraft. There’s also pictures of cash, champagne and private schools. It may be aspirational but it is definitely not inspirational. One particularly depressing photo shows a home helper trying to get some sleep on a private jet. Did she sign away her privacy when she put her name to the employment contract?
The picture that emerges from these photos of extreme wealth is a lack of imagination. It’s fans have bought into a consumer lifestyle that has been sold to them. The watches, beverages, cars and electronic devices are what you would expect from thumbing through the magazines of a particular class. The objects of desire are entirely predictable and rich pickings for parody — so much so that the more you look at it the more it seems like a caricature of itself.
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