Robb Report Australia

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Have we become sick of the sight of rich kids?

Has obscene wealth reached its use-by date? Not the possession of it - that will never go out of style - but we’re evidently becoming weary of the sight of it, in the form of gratuitous displays of privilege.

Apple has pulled an app called Rich Kids from its online store after it was described as “disgusting” and “everything that’s wrong with the world”.

The app wasn’t designed for everyone. An annual membership fee of about $A1600 deterred the wannabes; but it’s a hefty price to pay for an Instagram-style app albeit with a much smaller audience, promoted as a place to “discover and be inspired by the real rich and famous”.

In Australia, where Tall Poppy Syndrome is alive and flourishing, we’re not so enamoured with the ostentatious few. In just under 12 months, the @richkidsofau account on Instagram has attracted just 68 posts and 5000 followers in spite of some highly aspirational posts, such as @TonyBeig posing with his Bentley or on the deck on a yacht in the Greek isles, or the selfies of buxom Lydia Barakat. On their individual accounts, Beig and Barakat have 127,000 and 881,000 followers respectively.

Lydia Barakat

Australia real young elite - the inhabitants of BRW’s Young Rich List - are a very circumspect bunch. Most have their Instagram accounts set to ‘private’ - which means only annointed followers get to see what’s inside. One exception is real estate and tech mogul Ori Allon, whose 56 Instagram posts contain more than a whiff of wealthy privilege under a tagline “go big or go home”.

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