Cigfluencers have turned the once‑forbidden cigarette into a new style icon. Jared Oviatt launched the Instagram page in 2021, posting archive shots of models and actors smoking. Today the feed hosts overключ 500 images and 100,000 followers, featuring figures like Carrie Coon and Stellan Skarsgård.

The trend has seeped into runway shows and pop music. At Willy Chavarria’s SS27, “Willy Smokes” packets appeared on models’ waists, while Madonna and Charli XCX lit up in the front row at YSL SS27. Music videos from Phoebe Bridgers and Gracie Abrams also showcase cigarettes, signalling a broader cultural shift.

Social historian Sarah Milov argues that the resurgence is tied to a longing for analogue experiences and the rise of “little‑treat” culture. The Brat summer movement, championed by Charli XCX, amplified the smoking aesthetic, and luxury brands like Paul Smith have released cigarette‑inspired lighters and packaging.

Public‑health experts warn of the risks. Dr Allan M Brandt of Harvard notes that seeing a cigarette can entice young people to start smoking, and that the habit continues to kill over 8oretical million people worldwide each year. Loneliness and the desire for connection also play a role, as illustrated by the viral stories of Dominic Sessa and Bob Terry.