Don't hate them because they're beautiful. And rich. And, it appears, all younger than 30.
They're the "rich kids" in the new " The Rich Kids of Instagram" Tumblr that shows what life is like on the other side, when you're young, carefree and can enjoy the luxuries of a seemingly endless bank account, and the ability to Instagram photos of it all to your family and friends.
The only bump in that gilded life is when someone comes up with the idea to put those photos together in one place, in gold frames nonetheless, and it becomes a viral sensation that people love to hate.
"….These wealthy kid pix are particularly funny (and also sad) because they showcase a gross variant of entitlement. Preteens posing with helicopters they did nothing to earn and posting the pictures online for others to ogle provides an easy in for commentary on the state of the American dream. (Dead.)," read another.
Not so, says Annabel Schwartz, the 19-year-old pictured in one of the most widely circulated, and lambasted, photos, one of her and friends in front of a helicopter in Saint-Tropez, France
"My friends and I don't want to be associated with this. This is very embarrassing," she told Goodmorningamerica.com today by phone from Saint-Tropez, where she is continuing her summer vacation with friends.
"I have no idea who created this Tumblr," she said. "If this can be taken down, I think we'd all be a little bit thrilled. This isn't attractive publicity."
The author of the Tumblr has, so far, remained anonymous. In the five days since the first photos appear to have been posted, the Tumblr has grown to include more than 20 photos of everything from fancy yachts and walks on the beach to expensive bottles of wine and liquor being imbibed and more than a few photos of the interior of private jets and helicopters.
Schwartz, a New York City native and rising sophomore at the University of Miami, says the news of the Tumblr, and its backlash, reached her quickly even in Europe and she was mortified.
"We took a vacation to have a nice time to enjoy ourselves. Not to make us splash on an Internet page," Schwartz said. "These pictures are meant for our friends and a joke and for us to keep a memory and not for the world to watch."
Schwartz, who also runs a fashion company, Sibling Rivalry, that she started as a senior in high school, says she understands why people might be quick to mock the photos - other shots include a Porsche birthday present and friends tubing off a yacht and lounging poolside at a mansion - but it's not going to disrupt her life.
"We all grew up quite nicely but I don't want to be embarrassed by the fact that I can enjoy myself in Saint-Tropez," she said. "Everyone here considers themselves to be a lot more substantial than their father's credit card. I'm a fashion designer. My girlfriend goes to Cornell. I don't want to be represented by my money and my vacation experiences."