Why are middle-class people so obsessed with designer clothes?

My uncle and his wife both work 12 hours a day, 7 days a week, but they love to post their new Louis Vuitton shirts or Chanel bag on Facebook. All they ever wear is brand-name clothes. Meanwhile, my cousin, whose dad is one of the higherups of a tech company, is always traveling the world with his friends and rarely has to work. But the guy wears plain t-shirts with no brand and blue jeans; you would never know that he's rich.
Why are middle-class people so obsessed with designer clothes?
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