Cigarettes are making a comeback – at least in the world of celebrities. On the cover of “Vanity Fair”, Kylie Jenner poses with a cigarette in her hand. At Dua Lipa’s recent wedding, guests were even offered self-serve packs of cigarettes. In films, series and on social networks, smoking is once again becoming a symbol of glamour, casualness and rebellion.
This trend, however, contrasts with the evolution of behavior. In the United States, smoking has never been lower in more than 60 years among adults and 25 years among young people.
But the aesthetic of the cigarette is attractive again. On Pinterest, searches for the term tuxedo pose (“posing with a cigarette”) jumped 70% in one year among 18-24 year olds. On Instagram, the Cigfluencers account compiles hundreds of photos of celebrities smoking, from red carpets to backstage at fashion shows.
Hollywood is also smoking again
For anti-smoking organizations, this “glamorization” is worrying. “It risks reviving addiction among young people and discouraging those who try to quit,” warns Jessica Rath, of the American association Truth Initiative. Studies show that teenagers exposed to smoking scenes in movies are two to three times more likely to start smoking.
The concern is all the greater as cigarettes reappear in Hollywood productions. Eight of the ten films nominated for the 2026 Best Picture Oscar included smoking scenes.
Specialists offer several explanations. Fashion from the 1990s and 2000s is making a comeback, with its rebellious aesthetic. Cigarettes are also seen by some young people as a way of opposing the injunctions for well-being, sport and perfection conveyed on social networks. Added to this are the psychological difficulties of some young people. “Many think that nicotine soothes stress or anxiety, when it can actually make them worse,” says Jessica Rath.
Experts also believe that attention has gradually shifted to electronic cigarettes, nicotine sachets or heated tobacco, relegating the dangers of traditional cigarettes to the background.
Faced with this return to favor, associations are calling for new prevention campaigns, increased collaboration with digital platforms and Hollywood, as well as better representation of the consequences of smoking in works of fiction. Their objective is clear: to prevent cigarettes from once again becoming, in the eyes of young people, a simple style accessory.
