Every single photo from #RichTok queen Becca Bloom's Lake Como wedding.

It's quickly becoming apparent that TikTok users have lost interest in the pseudo-attainability of the "old money" and "quiet luxury" aesthetic. They are no longer fooled by the act of simply appearing rich.

They yearn for something more interesting: an online personality who actually is rich, who lives a lifestyle with all the glitz and glamour that can only come with having wealth, not emulating it. And so, like a manifestation of a dream, Becca Bloom appeared — and amassed millions of followers in a matter of weeks.

And now we have her lavish wedding day to fawn over. The Queen of #RichTok, whose real name is Rebecca Ma, tied the knot with software engineer David Pownall at Villa Balbiano on Lake Como, Italy on August 28, according to Vogue.

The ceremony was everything you'd expect and more.

Watch: Modern Etiquette: How much money should be gifted at a wedding? Post continues after video.

Who is Becca Bloom?

Becca Bloom is an LA-based influencer who grew up in Atherton, California (one of the most affluent suburbs in the country). She works in finance and studied business and economics (with a minor in law) at university. Her parents are "extremely successful" entrepreneurs in tech and real estate.

The name "Becca Bloom" is also an alias — her real identity is Rebecca Ma, a 25-year-old University of Southern California graduate.

Becca loves travel and fashion. Image: Instagram @beccaxbloom

Becca Bloom's wedding.

Becca and David first met back in 2019, when he asked to buy her a hot beverage at Philz Coffee in Palo Alto.

What should've been a short encounter turned into a 15-hour date, she told Vogue.

"We wandered through my old Palo Alto neighbourhood," Becca said. "Me showing him the parks and streets I grew up with, him seeing it all for the first time."

Nearly four years later, David popped the question in Positano in July 2023 on a private sunset boat ride on the first day of their vacation.

"From there, everything was a blur of joy," she said.

Fast-forward to last week, and it was finally time to make it official.

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Becca told Vogue they chose Villa Balbiano because she'd always dreamed of an outdoor ceremony in Italy. They wanted the day to be small and personal — just 60 of their closest friends and family.

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A "spectacular, traditional Asian wedding on a much larger scale" was planned by their parents — and the internet eagerly awaited to see the festivities.

On the day, it looked set to rain, but the moment guests arrived, it stopped

"It felt as though the skies had opened just for us," Becca told Vogue.

"Our marriage, like that day, is one that beats the odds every time. Rain or shine, our love is strong enough to carry us through."

The evening was filled with fireworks, dancing, champagne and celebrations that lasted until morning

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For her first look, Becca wore an Oscar de la Renta mini dress with a single oversized flower.

"I know my wedding wardrobe choices were bolder and more colourful than the traditional white palette, but I wanted the weekend to feel playful and true to me," Becca said.

"I tried on countless white gowns, but in the end, I followed what made me happiest. And nothing felt more joyful than stepping into a giant flower."

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At the rehearsal dinner, she wore a vintage Chanel couture dress from the 2003 cruise collection by Karl Lagerfeld.

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Becca's ceremony dress was a beautiful custom Oscar de la Renta gown embroidered with laser-cut blooming peonies, paired with classic white Chanel heels.

"Peonies are considered the unofficial flower of China, where both my parents are from, and they filled the garden of my childhood home," Becca said.

Meanwhile, David sported a Ralph Lauren Purple Label cream suit for the rehearsal dinner and Thom Browne for the wedding.

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What is #RichTok?

In early 2025, we watched the popularity of the tradwife, old money and quiet luxury aesthetics grow. Nostalgia was at the forefront of trends, and — in a rather sinister pattern — so were traditional ideas of what a woman should be and look like (read: shy, earthy, understated, simple, demure).

But the popularity of #richtok's newest influencer suggests otherwise.

#RichTok is a small corner of TikTok (the 0.1 per cent) in which wealthy people vlog their day-to-day lives. It's where one might go to watch Hermés shopping trips or GRWM videos with stacks of Van Cleef & Arpels jewellery.

Most of these videos are incredibly out of touch — it's an out-of-body experience to see such eye-watering wealth bragged about in a time of extreme economic instability. You can't tear your eyes away out of sheer disbelief, and yet the contempt viewers have for these influencers is real.

That is, until Becca Bloom entered the chat.

Becca Bloom and the rise of loud luxury.

Becca Bloom seemingly appeared out of nowhere. There were no posts on her account before the start of this year, and yet she has exploded into the zeitgeist, attracting more than 2.6 million followers and 57.3 million likes in four months.

How? By doing what fans want: being one of the few people who "rich right" (AKA perform their wealth in ways we can enjoy without hating them or ourselves.)

One of Becca Bloom's most popular videos is of her plating up her dog's breakfast, which is made by her personal chef and includes purple rice, shredded chicken and free-range eggs.

Becca and David. Image: Instagram/beccaxbloom.

Another video, in which she plates up quail eggs and salmon sashimi for her cat, has more than 16 million views. It's in the same style as her own breakfast plating video, in which she uses chopsticks from a silver Christofle egg (which cost upwards of $2,000) to assemble her meal, which she "seasons" with caviar.

In another video, Becca goes on a shopping trip to Van Cleef & Arpels, in which she spends $94,000 USD on new jewellery.

The many unboxing videos featuring PR gifts from high-end brands, such as Hermés, or presents from her fiancé, tell you this wealth is not superficial but something she is native to.

@beccaxbloom

Pls ignore my nails :0 #vca #highjewelry #jewlerytok #jewelrytour #spinelli #bvlgari #bvlgariserpenti #vancleef #zimmermann #shoppinghaul #comeshoppingwithme #designerfashion #luxuryfashion #luxuryshopping #luxurybags #fashiongirlies #fashiongirl #outfitinspo #chanelbag #chaneladdict #hermesbirkin #vancleefarpels #cartier #luxuryjewelry #designerjewelry #thombrowne #isseymiyake #chaneljacket

♬ original sound - beccaxbloom

But in reality, this level of extravagant wealth is not new to the app, and she's certainly not the only person sharing "loud luxury" content — so why is she so special? What makes her different from other #RichTok influencers?

It's all to do with authenticity, or at the very least, a version of it.

Becca is soft-spoken and likeable. She has a fashion sense that feels like there is a personal element to it, and she even shares OOTD content of corporate 'fits you could actually wear to work (no office siren delusion in sight).

She is wealthy, but not obnoxious or grating; shopping-obsessed, but not too vapid.

She has wealthy parents but still holds down a job. She doesn't try to sell her lifestyle, or cash in on her audience like other influencers do — she just does her thing and lets us follow along. She shares interesting, and at times even insightful, thoughts on dating trends and relationship management.

@beccaxbloom

When people cant control you, they will try to control how others see you. Also, idk anything abt anything :0 #motivational #adviceforgirls #dating101 @Edie Parker @L'Objet Studio

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Basically, she knows she's rich and never pretends otherwise, nor does she try to be relatable, which intrigues people because it's so unexpected. In an age where everyone is always selling you something, fans find her content refreshing.

Maybe Becca Bloom isn't selling us products, but she is certainly selling us the idea that rich people are nice, normal people too — an interesting notion in our particular cultural climate, where resentment towards the one percent is only growing.

Becca is the most likeable influencer on #richtok because she is unapologetically herself, but a little more scrutiny on why that is such a big deal in the first place might change our minds.

Feature image: Instagram @beccaxbloom