I have an acquaintance on my FB friends who married a very wealthy businessman about 10 years ago. Her Facebook and Instagram feeds are full of photos of expensive shoes and handbags she's bought, new cars, new clothes, expensive beauty products etc. Yet she is always always sharing captions saying things like 'Collect memories, not stuff', and saying how money isn't important to her yet it clearly is as she's always showing photos of stuff she's bought! Her dressing room is huge as she posts pics of that too!
I've known a couple of other wealthy people to be like that too; sanctimonious about how money isn't important yet relishing the fact that they have money and buying stuff constantly!