Flex culture isn’t a new phenomenon, but it definitely changed shape over the last few decades.

With the rise of media, colored tv, colored magazines, social media, …

People are flexing with their education, art, antiques, furniture, real estate, travels, cars, clothes, jewelry, accessories, make-up, restaurant visits, private-chef dinings, spouse, power, money, career, background, royal title, achievements, … You name it!

It stems from insecurity and low self-esteem, that become a need for external validation, that expresses itself with an addiction -sometimes graduating in obsessions- with materialism and leads to over-consuming.