This talk explores how the Yugoslav avant-garde, in the newly established Kingdom of Serbs, Croats, and Slovenes — renamed the Kingdom of Yugoslavia in 1929 — responded to American mass culture, technological advancements, and the rise of consumer-driven society, oscillating between enthusiastic embrace and sharp critique. It highlights a diverse range of literary and intermedial works, including cinépoetry, radiofilm, and avant-garde journals, as well as visual culture (illustrations, posters, photomontages, and photographs), architecture, and film. With a focus on key figures like Yvan Goll, Boško Tokin, Jo Klek, and Slavko Vorkapich, the discussion illuminates the Yugoslav avant-garde’s dynamic engagement with Americanization and its profound shaping of modern life. This lecture is held in English.