Vanity Fair asked that pressing question, and they all want to GIVE BACK and BE CREATIVE ARTISTS, even though artists are all leeches, obv.

Basically every paragraph of this "story" in support of a slideshow has at least one sentence that makes you want to punch the world in the mouth.

Whether it's expanding the family business or striking out independently, launching a career in the arts or plunging into philanthropy, the 38 heirs and heiresses to fabled names and consequential fortunes in this portfolio seem determined to make a contribution to society at large while carving out identities of their own.


Dasha Zhukova, who founded the Garage Center for Contemporary Culture, in Moscow, and is editor in chief of Pop magazine. Why would the daughter of an oligarch who is dating an even bigger oligarch give up a life of leisure to work so hard? "I still have a life of leisure," she says. "I don't see it as sacrificing."

She is at least realistic enough to correct VF on the misconception that being editor in chief of POP magazine constitutes "hard word!"

Oh, and hey:

"I always thought, Will I go into the business or will I not go into the business?" says Jared Kushner, son of New Jersey real-estate magnate Charles Kushner, who spent nearly a year in prison on charges including tax evasion. "But when my father got arrested, I really didn't have a choice. I was the oldest son, and it was something that had to be done." Although he was in the process of getting graduate degrees in business and law, he found time to buy The New York Observer on the side, and as publisher has seen monthly traffic on the paper's Web site increase from 400,000 to 1.4 million.

Hah, and then he fired the cleaning lady. Giving back!

Though maybe we shouldn't make fun. Look how depressed Tatiana Santo Domingo, Bianca Brandolini d'Adda, Margherita Maccapani Missoni, and Alexia Niedzielski look! Being heiresses looks miserable.