The Multimedia Art Museum, Moscow (MAMM) presents 'Generation Wealth' by American documentary photographer and director Lauren Greenfield as part of the XII Moscow International Biennale 'Fashion and Style in Photography 2021'. The exhibition, opening May 21, 2021, includes over 200 photographs, documentary films, and interviews drawn from Greenfield's 25-year investigation into global consumer culture, wealth aspiration, and the transformation of happiness. It marks Greenfield's third exhibition at MAMM, following previous shows in 2000 and 2004.
The project matters because it critically examines how the pursuit of wealth and status has reshaped societal values, moving from traditional virtues like modesty and thrift toward a culture of bling, self-indulgence, and celebrity worship. Greenfield's work documents the psychological and social consequences of this shift across multiple countries, including the U.S., Russia, and China, and even turns the camera on herself to explore her own obsession with the subject. By highlighting stories of financial collapse, homelessness, and regret alongside images of excess, 'Generation Wealth' offers a nuanced commentary on the American Dream's transformation into an unattainable fantasy, making it relevant to contemporary debates about inequality, consumerism, and identity.