GEN Z IS LIT

Images of celebrities smoking have become popular on social media among young people, despite the generation's clean-living image

- BY MARNI ROSE McFALL

CIGARETTES APPEAR TO BE ENJOYING A cultural renaissance among Generation Z, decades after smoking bans and health concerns drove many to quit.

They're popping up across social media in edits of celebrities and iconic TV characters, like Sex and the City’s Carrie Bradshaw, making cameos on the runway and appearing in fashion content.

Gen Z, born between 1997 and 2012, has long been seen as wellness-obsessed. In a July 2024 IWSR study, 64 percent of legal drinking-age Gen Zers in the United States said they had not consumed alcohol in the six months leading up to May that year.

And in December 2024, University of Michigan researchers found that the percentage of students who abstained from drugs and alcohol reached record levels that year. Amongst 12th graders alone, 67 percent had shunned drugs—defined in the study as alcohol, marijuana or nicotine cigarettes or e-cigarettes—in the previous 30 days, up from 53 percent in 2017.

And indeed, social media platforms like TikTok and Instagram proliferate a seemingly endless roster of wellness trends, be it the “Great Lock-In” that emerged in September—focusing on bettering yourself to the end of the year—the “75 Hard” 75-day health and fitness plan or the “clean girl aesthetic,” a minimalist beauty and fashion trend. Gen Zers came of age under an algorithm promoting an ultra-clean lifestyle. Now, however, it appears they're getting acquainted with vices favored by their predecessors.

The Cigarette Renaissance