Kreftforeningen bekymret: Er røyking trendy igjen?

Tobacco use in film and popular culture has increased for the first time since measurements began in 2002, according to Forbes. This resurgence is visible in high-profile series, celebrity public appearances, and luxury fashion marketing, signaling a shift toward “analog” rebellion among younger generations.

Why is smoking returning to pop culture and fashion?

Social anthropologist Axel Rudi of UiO and OsloMet attributes the trend to a “soft rebellion” among youth. Rudi tells KK that Gen Z is pushing back against intense pressures regarding health and performance. He suggests a “fuck-it” attitude has emerged due to global conflicts, crises, and climate uncertainty.

Rudi notes that cigarettes are now viewed as more sophisticated than vapes. While vapes are associated with plastic and mass production, cigarettes are seen as analog and social. This creates face-to-face interactions, such as borrowing a lighter, which Rudi says acts as “social glue” in an era of digital exhaustion.

Did You Know? According to Forbes, the current rise in tobacco use within film and pop culture is the first increase recorded since data collection started in 2002.

Which celebrities and shows are driving the trend?

The Canadian edition of Elle reports that cigarettes are appearing across TV series, song lyrics, and fashion weeks. Recent examples include the portrayal of Carolyn Bessette-Kennedy in “Love Story,” Zendaya in “Euphoria,” and Jacob Elordi in “Saltburn.” The Guardian reports that “The Idol” uses Lily-Rose Depp’s smoking as a “conscious aesthetic.”

Real-world instances include actor Sean Penn smoking indoors at the Golden Globes in January, which violated a 1995 California law. Other celebrities photographed with cigarettes include Justin Bieber, Dua Lipa, Paul Mescal, Kris Jenner, Jonathan Anderson, and Rosalía.

This aesthetic has moved into private events. Chloë Sevigny served cigarettes in silver cups at her 2022 wedding, and Charli XCX served thin cigarettes on silver platters at her wedding last year. Mary-Kate Olsen reportedly used cigarettes as primary decor for her 2015 wedding.

Expert Insight: Samantha Carter observes that the intersection of luxury fashion and tobacco creates a dangerous paradox. By framing a lethal habit as an “analog” accessory, the industry leverages nostalgia to bypass decades of public health warnings, effectively rebranding a health crisis as a stylistic choice.

How is the fashion industry promoting tobacco?

Luxury houses are integrating smoking into their brand identities. W Magazine reports that Saint Laurent distributed branded cigarette cases and ashtrays at a Grammy afterparty earlier this year. These items went viral and sold out quickly in both digital and physical stores.

Axel Rudi Pell – Smoke On The Water – Deep Purple cover – All musicians together

Historically, fashion icons like Coco Chanel, Kurt Cobain, and Yohji Yamamoto were closely linked to smoking. The website Culted notes that fashion is often fascinated by the forbidden, though it describes the obsession as symbolic rather than “cool.”

What are the health and legal consequences?

Ingrid Stenstadvold Ross, Secretary General of the Cancer Society, warns that the normalization of smoking in media “trivializes” a product that kills 5,000 Norwegians annually. Ross reports an increase in both social and daily smoking, particularly among young men.

To combat this, the Cancer Society is advocating for a “generation ban” on tobacco, which would gradually raise the age limit for those 15 and younger. Ross points to existing measures in other countries: the UK has a generation ban, Ireland has raised age limits, and Finland and the Netherlands have banned online sales.

New restrictions are also appearing in fashion hubs. Milan recently implemented a ban on smoking in public places, including areas outside fashion shows. Culted suggests this total ban may eventually force the fashion industry to find new taboos to explore.

Frequently Asked Questions

Is smoking increasing in movies and TV?
Yes. According to Forbes, tobacco use in film and popular culture has increased for the first time since 2002.

Why do some young people prefer cigarettes over vapes?
Axel Rudi of OsloMet states that cigarettes are perceived as more sophisticated and “analog,” providing social interaction opportunities that digital products or vapes do not offer.

What is a “generation ban” on tobacco?
As proposed by the Cancer Society, it is a policy that gradually raises the legal age limit for purchasing tobacco for individuals aged 15 and younger to prevent new generations from starting the habit.

Does the romanticization of smoking in media influence your perception of the habit?