"People send me their photos and if I think they're good enough then I will post their submission.
"I set it up to motivate everyone to do well and achieve what they want. I get messages every day from people saying my page has made them work very hard to achieve their dream and want to aim for higher."
He added that references to "plebs" and "peasants" are meant to be tongue-in-cheek.
"This is meant to be a joke and a laugh," he explained. "I love it how people always take it so seriously."
A recent image shared on Instagram shows a scantily-clad C.J. Miles reclining in a luxury plane with the caption: "Is it normal to wear an outfit like this in a private jet?"
Another, posted by Chelsea-based Corentin Simon, showed a Lamborghini Aventador - which cost upwards of Β£270,000 ($480,000) - parked on Chelsea's Sloane St.
But it's not all about sneering at those less well-off; some are content to simply flaunt their luxury lifestyles, including John Gustafsson who once shared a video of himself filling the tub with bubbly, captioned: "Save water and swim in champagne!"
Once the tub is full with multiple bottles of fizz, he climbs in for a dip and then scoops up a glassful to drink.
Meanwhile Ria Rahman has revealed how she goes "rolling through Knightsbridge" in a Rolls Royce.
Student Julia Stakhiva previously posed in front of a white Rolls Royce in a picture captioned: "Sometimes I pretend to be normal, but it sets boring, so I go back to being ME."
