As summer fades and daylight dwindles to 4 PM, the idea of being a “brat,” characterized by having a “pack of cigs and a Bic lighter,” remains alive. Charli XCX embodies this lifestyle, evidenced by Rosalia gifting her cigarettes for her birthday, and Addison Rae’s dual smoking scene in her music video, Aquamarine. Meanwhile, actor Paul Mescal has openly stated he wouldn’t quit smoking while preparing for Gladiator II.

The dangers of smoking are well-documented, being the primary cause of preventable deaths in the UK, with nearly 78,000 fatalities each year. Dr. Misra-Sharp, a GP and cancer specialist, warns that even minimal smoking can significantly increase the risk of severe diseases like lung cancer, which carries a staggering 90% five-year mortality rate. Despite these risks, it appears that celebrities are reviving the trend of smoking with cigarettes making appearances as fashionable accessories on the New York Fashion Week runways earlier this year.

This resurgence raises questions about why smoking is being romanticized once more. Lucy, a 20-year-old university student, recently took up smoking because “it’s just what everyone does,” noting that nearly all her friends smoke and that it has become part of their aesthetic. She attributes this trend to influencers like Charli XCX who promote the idea that cigarettes are essential for embodying a certain vibe.

Charli XCX is not alone in influencing this trend; many celebrities have become “cigfluencers.” Instagram features numerous accounts showcasing stars like Dua Lipa and Anya Taylor-Joy smoking. The stereotypical image of a smoker has shifted from an unhealthy older man to glamorous young stars posing with cigarettes.

Journalist Olivia Petter points out that cigarettes symbolize nostalgia for a more carefree time, making their way back into pop culture. Emerald Fennell’s film Saltburn captures this essence perfectly, featuring actors who have integrated smoking into their roles significantly.

According to the Truth Initiative, nine out of ten films nominated for major Oscars recently included smoking scenes—a rise from previous years. Prominent music videos also display tobacco imagery; for example, Lady Gaga is seen smoking in Bruno Mars' Die With A Smile.

Despite an overall decline in youth smoking—fewer than one in ten young adults smoke—estimates indicate around 350 young people still begin smoking daily in the UK. Vaping has also surged in popularity among young adults who previously did not smoke, leading some back to traditional cigarettes as vaping becomes less appealing. As Dr. James Hook notes, glamorizing smoking could lend it an allure that encourages rebellion against regulations intended to curb its use.