Is Smoking Making a Comeback? From Charli XCX to a Team GB Golfer

“It’s what makes life interesting, finding the balance between cigarettes and tofu,” said Gwyneth Paltrow, back in 2013. What’s even more eyebrow-raising is that smoking seems to be making a comeback in some circles.

The harmful effects of smoking are well-known and widely understood. Smoking increases the risk of at least 16 types of cancer, and 94% of UK adults recognize it as a risk factor for cancer.

Charli XCX, whose latest album introduced the brat summer trend, described it as “a pack of cigs, a Bic lighter, and a strappy white top with no bra.” At her recent 32nd birthday party in LA, fellow pop star Rosalía gifted her a bouquet creatively arranged with cigarettes.

Celebrities like Dua Lipa, Bella Hadid, the Obama daughters, and Florence Pugh have all been recently photographed smoking. Even Ben Affleck was recently seen with several cartons of Marlboro Menthols.

The Instagram account Cigfluencers, which describes itself as “HOT PEOPLE keeping the art of SMOKING & BEING COOL alive,” shares photos of celebrities smoking, including The Bear stars Jeremy Allen White and Ayo Edebiri.

The internet recently buzzed when actors Paul Mescal and Natalie Portman were seen outside a bar in white T-shirts and jeans, smoking cigarettes and sparking intense speculation.

Even sports figures are involved. Team GB golfer Charley Hull, speaking at the Olympics, mentioned her habit. “I do smoke on the course,” she said, adding that she wouldn’t do so that week. Paris 2024 organizers have stipulated that all Olympic venues will be non-smoking.

At Copenhagen fashion week, natural wine and cigarettes were a popular choice. Maria, a content creator in her 30s, said, “I just smoke a tiny cigarette here and there. It’s like being on holiday.”

Michelle Gry Sonne, 33, a PR professional, said, “We like when things are a little casual and not so perfect, and the cigarette feeds into that.” She added that although smoking is not healthy, it’s her right to enjoy herself.

People in Copenhagen prefer thin cigarettes. Gry Sonne explained, “We are about the aesthetic. Our food looks nice, our drinks look nice. This is very Copenhagen.”

At a recent show, the Scandinavian brand Caro Editions showcased denim shorts with designs of red lips parted by cigarettes. In February, models at New York fashion week were seen smoking on the catwalk for designers LaQuan Smith and Christian Cowan.

Smoking was once seen as a symbol of cool and glamour in the 50s and 60s, with icons like James Dean, Audrey Hepburn, and Serge Gainsbourg often seen lighting up.

However, public health campaigns have successfully highlighted the deadly impacts of smoking, leading to a decline in its popularity. The World Population Review reports a drop in smoking rates in the UK and globally.

According to Dr. Sarah Jackson from University College London, the decline in smoking since 2021 has been greater among younger adults.

Hazel Cheeseman, the deputy chief executive of Action on Smoking and Health (ASH), warned against complacency. “In the 1990s, smoking rates stopped falling and began to increase among teenagers,” she said. “Let’s hope we don’t see this repeated.”

ASH surveys found that younger people are less likely to be aware of the full health risks of smoking. Cheeseman pointed out that mass media campaigns effectively communicate the dangers of smoking but have been limited since 2010.

The 2023 UK Tobacco Industry Interference Index found that the UK has made no progress in protecting public health policies from the commercial interests of the tobacco industry.

Phil Chamberlain from the tobacco control research group at the University of Bath noted, “Despite tobacco advertising being banned in the UK for over 20 years, the industry still finds ways to protect its image and profits.”

A recent study linked heavy social media use to an increased risk of smoking and vaping among young people aged 10 to 25. Those who spent over seven hours a day on social media were more than 3.5 times as likely to be smokers.

Cheeseman emphasized, “Smoking-related imagery can encourage people to try smoking. It’s plausible that these depictions might influence some young people to try a cigarette.”

“Younger smokers routinely underestimate the risks of smoking and overestimate their ability to stop. Smoking might start off as part of a brat summer but it’s unlikely to be where it ends.”