In the last decade flex culture has gained a lot of popularity. Especially when logo-mania was trending, when you would have idols and famous people advertising brands non-stop. Even if that trend has died out, they moved on at some point. Flex culture hasn’t. It has changed shape and it continues to live on. The rise of quiet luxury and old-money aesthetic trends, they’re all flexing. Because the main of those esthetic trends is to show wealth. Why is flex culture rising in popularity and why are humans are so obsessed with this phenomenon? Let’s dive in!

“What is flexing? It is when someone is showing off their wealth, their status or their privilege. I would say that flex culture isn’t really a new phenomenon. Because it really has been around us for centuries. Royals were flexing with their diamond tiaras, their jewels and just general superiority. You would see it in magazines, on tv, where old school celebrity would just flex with their status, their glamour, their lifestyle. The most common type of flex culture that we usually refer to, is when people are dressed head to toe in logos. When they show off status symbols like cars, private jets, yachts, big mansions, lavish vacations, you name it. One should really note that with the rise of social media, in particular YouTube, Instagram and Tik Tok, flex culture actually really began to change. At first, I remember back in the days, it used to be fairly modest, and kind of innocent in a way, which than just evolved to really extreme types of flexing. “, says Anna Bey.