Celebrities and the Renewed Glamorization of Smoking

The “brat” concept, defined by singer Charli XCX as a “pack of cigs and a Bic lighter”, persists. This trend is exemplified by Rosalia presenting Charli XCX with a cigarette bouquet for her birthday, Addison Rae simultaneously smoking two cigarettes in her music video “Aquamarine”, and actor Paul Mescal stating his refusal to stop smoking while preparing for “Gladiator II”. The dangers associated with smoking are widely recognized; it remains the primary cause of preventable death in the UK, leading to almost 78,000 fatalities each year. Dr. Misra-Sharp, a GP and cancer specialist, notes that even minimal smoking raises the likelihood of severe illnesses such as lung cancer, which carries a 90% five-year mortality rate. Nevertheless, musicians, actors, and influencers appear to be reintroducing smoking as fashionable, evidenced by cigarettes appearing as accessories on New York Fashion Week runways earlier this year. This raises the question of why cigarettes are experiencing a renewed glamorization. Lucy, a 20-year-old university student, recently began smoking, explaining that “it’s just what everyone does.” She observes that nearly all her friends also smoke, describing it as an aesthetic rather than merely a habit. Lucy states, “I definitely think everyone trying to be brat has influenced people to start smoking because Charli herself says you have to have a pack of cigs if you really want to embody the vibe.” Charli XCX is not the sole celebrity to unintentionally gain the moniker of a “cigfluencer.” Instagram accounts now exist that feature images of numerous celebrities, including Dua Lipa, Chappell Roan, and Anya Taylor-Joy, smoking. While the archetypal smoker was once an elderly, overweight man with decaying teeth, this image has been supplanted by youthful, glamorous celebrities posing enigmatically for cameras with a Marlboro Gold. The visual style of these smoking celebrities evokes the noughties era, when figures such as Kate Moss and Jennifer Anniston were seen wearing low-rise jeans and baby tees with cigarettes. Journalist Olivia Petter suggests that the cigarette has evolved into a symbol embodying nostalgia for a past period of carefreeness, frivolity, and hedonism, marking its resurgence in pop culture. Emerald Fennell’s alluring and controversial thriller “Saltburn” precisely captured the mid-noughties, recalling a time when indoor smoking was permissible. Promotional images for the film depicted Jacob Elordi’s character smoking topless, and smoking was so central to the narrative that actor Archie Madekwe, who portrays Farleigh, sought cigarette lessons, having never smoked previously. The Truth Initiative, a nonprofit health organization dedicated to combating smoking, reported that nine of the ten films nominated for the top Oscar prize earlier this year included smoking, an increase from seven nominations the preceding year. Additionally, tobacco imagery has appeared in some of 2024’s most popular songs; for instance, Bruno Mars and Lady Gaga’s “Die With A Smile” features Lady Gaga smoking while performing at the piano and singing. Jessica, a 26-year-old marketing professional, observes that smoking has “become so normalised again.” She adds, “I didn’t know anyone that smoked a few years ago but now it seems like everyone is doing it and you sort of forget how bad it is for you.” A recent projection from Cancer Research indicates that approximately 350 young individuals in the UK initiate smoking daily, and almost one in ten 15-year-olds report occasional smoking. However, the overall number of young people who smoke is decreasing; official figures reveal that fewer than one in ten young adults in the UK smoke cigarettes, representing a significant reduction from a quarter of 18-24-year-olds observed 12 years prior. While the prevalence of smoking among young people is declining, vaping has seen a substantial increase in popularity; one out of every seven 18-24-year-olds who had never regularly smoked now use e-cigarettes. Jessica, who previously vaped, states that “now everyone does it, it’s just not cool any more,” suggesting that the widespread adoption of vaping is prompting some individuals to transition to cigarettes. In a recent TikTok video, singer Addison Rae addressed a query about vaping by declaring: “Ew, I hate vaping. Smoke a cigarette!” Dr. James Hook, a US-based physician, informed the BBC that he has observed instances of young individuals commencing smoking after having vaped. He believes that the celebrity glamorization of smoking implies that cigarettes “give young people a certain credibility those older than them do not have to work as hard for.” He further notes that many young people are “emulating older people that are considered sophisticated, trendy or appealing.” Dr. Hook also suggests that a stricter approach to smoking by UK authorities could be fostering a rebellious response. He states, “There will always be individuals who challenge the status quo so it should come as no surprise a ban on something only adds fuel to the fire of rebellion and a threat to a person’s sense of independence.” The government is preparing to implement one of the world’s most stringent smoking laws, which would ultimately prohibit the sale of cigarettes in the UK by progressively increasing the legal purchasing age by one year annually. Given the government’s determination to eradicate this harmful habit, the renewed interest in cigarettes and “cigfluencers” might prove to be a fleeting trend rather than an enduring cultural transformation, especially since its allure appears to stem more from its aesthetic and symbolic value than from the act of smoking itself.