With an endless parade of candlelit balls, luxury yacht trips and jaunts in classic cars, the world seems to be nothing but a playground for a bunch of old-money elites.
Picturesque social media pages show groups of glamourous youths attending glittering events, popping champagne on Lake Como or enjoying a spot of tennis under the Italian sun.
But at a closer look, the allure of the latest rich kid cult isn’t all that it seems. Beneath the glossy façade are a slew of attention-seeking wannabes, according to one insider.
Dubbed the Tuxedo Society, the self-titled ‘most exclusive club’ counts European royalty among its ranks and is, ‘dedicated to the finest experiences in the most iconic places of all time’.
Fashion journalist Louis Pisano lifted the lid on the ritzy group and claims the entire operation is nothing more than an Instagram sham after a particularly suave clip showed inside of their polished parties.
‘Sorry to burst the fantasy but I know one of the girls in this video and none of this is casual or real,’ Pisano wrote.
‘It’s an “Instagram club” where if you get accepted you get to pay to dress up and make “old money” content with them.’
The claims are a far-cry from the ultra-manicured image projected by the Tuxedo Club’s social media pages.
Membership is supposedly available, ‘through a selective application process’ and appears to have been granted to the likes of Princess Eugenie of Hannover, a German royal who crops up frequently in social media posts.
Influencer Federico Di Custoza, is also among the ranks often re-sharing content with her 26,000 followers.
Dues are at least $6,000 a year, the Tab reports, however exact pricing appears to have since been scrubbed from the club’s website.
The ‘society’ also previously stated that entry would only be reserved for those an annual income of more than $500,000 or a seven-figure net worth, per Pisano’s reporting.
However, the claims have been rubbished by the journalist who insists not all that glitters is gold.
Addressing the claims that members must be ultra rich before they will be considered, Pisano added: ‘From my personal knowledge of a member, this isn’t true’.
Currently, the society’s website states it embraces, ‘individuals with ambition and passion, regardless of their background’.
‘Whether you are a visionary, a creator, or a wanderer, TuxedoSociety is tailored for those in pursuit of unparalleled experiences and genuine connections.’
Founded by internet personality Riccardo Capotost and entrepreneur Gabriele Bonini, the Tuxedo Society’s motto is: ‘Attractive People doing Attractive Things in Attractive Places’.
The club’s Instagram feed is composed of model-types playing tennis in formal wear or rubbing shoulders at opulent masked balls.
Billed partly as a networking opportunity, the website states that members can expect, ‘unmatched connections, exclusive experiences and the gentleman’s way’.
But despite all the wealth on display, there was clearly no budget for a proof-reader as prospective members are invited to ‘Learn the art of Everyday Elegance, apporach [sic] life with the charm of a gentleman.’
Meanwhile the promised ‘global adventures’ also appears to center mainly around the same locations in Italy’s admittedly stunning Lake Como.
‘You will also join a distinguished community of visionary individuals, united by a shared passion for exploration and genuine connection,’ the website states.
Among those to take up the offer and presumably shell out thousands each year include several professionals working within the luxury industry.
‘Aviation strategist, culinary artisan and aesthete’ Lars Schoning is featured prominently on the website, posed up in a private jet.
Many members describe themselves as content creators and entrepreneurs, with one woman based in the ‘fine paper industry’.
The club recently caught the attention of around 25.5 million people with a viral TikTok showcasing one of their grand Lake Como parties.
The video sparked discussion about whether those featured were actually from generational wealth or simply posers.
The discourse doesn’t appear to have damaged the brand however as the club recently announced it is reviewing new applications.
‘Exclusivity is not about numbers,’ the wrote on Instagram, ‘but about curation bringing together individuals who truly belong in this circle’.
