One shot shows three teens swimming at a lake – and pouring Dom Perignon into one other’s mouths. Another shows a guy sticking a giant foam finger out of his Ferrari, while in another kids slide down a giant inflatable slide attached to the side of their mega-yacht.
The site also marks the debut of a whole new genre: “receipt porn.” Some posts consist of a photograph of a 100,000-euro meal receipt from St. Tropez or a $42,000 bar bill. (Read: Millionaires Say Their Kids Are Unfit to Inherit Their Wealth.)
Dom Perignon also features prominently throughout: being poured on heads, being poured into a spaghetti sauce and being paired with a hot dog (and girl with bikini) “at poolside.” The site might as well be called “Dom Gone Wild” (since bikinis also feature prominently).
The captions would be the stuff revolutions are built on – if the whole site were not so proudly and ridiculously superficial. There is a shot of a guy getting off a yacht with the caption “How else do u expect to get around in the Hamptons.”
A shot of five dudes in a private jet bears the caption “Flying private with friends.” Shoes, watches and jewelry make up the bulk of the shots, and there is one shot captioned, “All my Amex,” exhibiting a gold card, black card and platinum card. Another depicts a guy wearing a necklace made of money.
That’s not to mention the photos that have been taken off the site for being, well, too much. According to Bloomberg, Michael Dell’s daughter Alexa posted a photo of her brother, Zachary, enjoying a feast on their private-jet flight to Fiji. Alexa has also been tweeting information about her schedule and shopping plans, creating a potential security risk. The photo and some of her over-sharing was taken down.