Is Smoking Becoming Stylish Again? Pop Culture’s Retro Reboot and Public Health Risks

From Kylie Jenner photographed smoking on a Vanity Fair cover to reports of cigarette trays at Dua Lipa’s wedding and curated "cigfluencer" feeds, elements of pop culture are reframing cigarettes as a fashionable accessory — even as health experts warn of the risks.

A Retro Revival On Screens And Social Feeds

Smoking rates in the United States remain at a six-decade low for adults and are at their lowest in 25 years among young people. Yet the image of smoking is resurging in fashion and entertainment: searches for "smoking pose" on Pinterest jumped 70% among 18- to 24-year-olds, according to Style Analytics, and Instagram accounts such as "Cigfluencers" curate celebrity images that glamorize smoking. Several high-profile events, including photos from the Met Gala, have amplified that aesthetic.

Why Experts Are Alarmed

Anti-tobacco groups say that glamorized depictions matter even when overall rates remain low. The Truth Initiative noted that eight of the 10 feature films nominated for this year’s Best Picture Oscar included tobacco use — and research consistently shows that exposure to tobacco imagery makes young people two to three times more likely to start using tobacco products.

"Pop culture's glamorization of smoking is just reigniting the addiction among young people and discouraging those trying to quit," said Jessica Rath, vice president at Truth Initiative.

Brian King, head of U.S. programs at the Campaign for Tobacco-Free Kids, called the trend "highly concerning from a public health perspective." He also noted the tobacco industry's deep marketing resources, which campaigners estimate at roughly $1 million per hour in the U.S.

Drivers Behind The Trend

Observers point to a mix of influences: a revival of 1990s and early-2000s aesthetics, portrayals of historical figures who smoked (as in the series "Love Story"), a sense of rebellion against perfection-focused social media, and broader economic and mental-health pressures among young people. Some youth mistakenly believe nicotine eases anxiety and stress, even though nicotine can worsen mood and dependence.

Policy, Marketing And The Bigger Picture

Public attention has shifted as the marketplace diversifies — e-cigarettes, heated tobacco products and nicotine pouches have changed the landscape. Meanwhile, efforts to reduce tobacco use have faced political and legal challenges, and advocates say prevention and cessation programs need sustained support.

What Advocates Recommend

Campaig ners and health groups urge a multipronged response: stronger public-service messaging, robust cessation support, pricing and tax measures, and smoke-free policies. They also call on platforms and the entertainment industry to limit glamorized depictions and to include realistic quit attempts and resources on screen.

Rath suggests on-screen advisories directing viewers to quitline and support services — similar to messages now used for suicide prevention or sexual-violence support — and highlighted TV examples like "The Bear," which depicts a character trying nicotine-replacement therapy while quitting.

Bottom line: Even without a measurable rise in smoking prevalence today, the renewed cultural cachet of cigarettes could increase curiosity and initiation among young people. Public-health advocates say rapid, coordinated action across policy, platforms and storytelling is needed to keep decades of progress from reversing.