Controversial 90s trend taking over Gen Z is alarming medical experts
Madison Burgess
Featured Image Credit: Jerritt Clark/Getty Images for W Magazine
We all know that trends move in cycles - what was once deemed a fashion faux pas could be the hottest accessory just a few years later.
A personal fave of mine was the Y2k era, which was all about bringing back the nostalgic looks of the 2000s, low-rise jeans, wired headphones, and baby tees galore.
But, there's one less innocent resurging 90s craze that health experts don't want to return.
While it's not exactly a fashion trend, it's controversially seen by some as an accessory, and is resurging as a 'cool' and 'trendy' aesthetic among Gen Z and young adults, thanks to celebrity influence and glamorisation.
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If you didn't already guess, we're talking about smoking.
Researchers at Haypp have found that a significant number of Brits have noticed this resurgence, with many perceiving smoking as a symbol of style or status once more.
A third of respondents reported seeing more photos of celebrities smoking than in previous years, and nearly 30 per cent thought that smoking appears to be 'back in fashion'.
The question is, why? With Gen Z widely considered to be one of the more health-conscious generations, the idea that smoking has made a comeback is unexpected.
Well, some reports cite celebrity influence as a reason behind the uptick, with popular A-listers like Charli XCX, Dua Lipa, Sabrina Carpenter, and Paul Mescal, often seen with a cigarette in hand.
Addison Rae sings: “Need a cigarette to make me feel better" in her 2025 single 'Headphones On,' and more recently, Heated Rivalry star Hudson Williams posted some very suave snaps where he's lighting a ciggie.
Hilariously, some people are even referring to cigarettes as an analog version of vapes.
While UK data says there hasn't necessarily been an increase, health experts are concerned about it becoming a growing trend.
For context, around 5.3 million people aged 18 years and over (10.6%) smoked cigarettes in the UK in 2024, which is the lowest proportion of current smokers since records began in 2011, as per the Office for National Statistics.
Dr. Mark Broussenko, a Toronto physician and medical director at telehealth platform Phoenix, told The Kit that he's noticed a resurgence in cigarette use, worryingly, among his young patients and first-time smokers.
He told the publication: "There seems to be a ‘retro’ or ‘vintage’ appeal to cigarettes, especially among people who were first exposed to nicotine through other products like e-cigarettes or nicotine pouches.
"What’s striking is that this trend runs counter to another dominant cultural movement we’re seeing right now, which is a strong emphasis on self-care and wellness."
The expert warned that smoking is once again 'being framed as rebellious or cool,' however, thankfully, it might not be sticking around for long.
"Trend cycles move much faster now - what feels true this year may not be true next year," Broussenko explained, “However, people who start smoking now may find it very difficult to quit later, even once it’s no longer seen as fashionable."
Smoking is linked to a number of health conditions, including cancer, cardiovascular diseases, and chronic respiratory illnesses.
According to the NHS, smoking is the biggest cause of preventable deaths in England, accounting for more than 80,000 deaths each year.
Whether you're a long-term smoker or have simply hopped on the trend, if you want to quit, local stop smoking services are free, friendly, and can massively boost your chances of quitting for good.
You can find more information on the NHS website here.