Flex means to “move or tighten a muscle” or “to bend a body part” but in social media, it is a slang term meaning “to show off”. In simple words, flexing is used to denote exhibiting expensive items or accessories to show that you can afford them.

Though not deemed as unhealthy, the wide reach of social media has given a flexing a wide reach. It has become an obsession and the younger generation tend to show off items so as not to be left out of this trend. But the question remains if it's normal to buy so expensive items at a young age. This may some way fuel competition among youth to show off who owns the most expensive items.

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Brands, sensing the potential and seizing the opportunity, with the help of social media influencers have started pushing their otherwise overpriced items to the masses. A popular social media challenge was “The Falling Stars Challenge “where extremely wealthy people post pictures of themselves as if they've just fallen out of their luxury car with all their pricey belongings scattered across the ground

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 As this uncanny culture is getting deep-rooted, there have been shout-outs from all corners, that this is a projection of a fake persona and to be successful or popular you need not appear rich - but to be yourself. Many celebrities have come out in open against this culture. Albeit not confirmed, a popular quote supposed to be said by Emma Watson is attributed as a punch line against this campaign.

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