In the new romantic dramedy “Materialists,” about 21st-century dating, Dakota Johnson loves cigarettes.
Playing Lucy, a New York matchmaker, she’s puffing when she gossips with a pal during a work party. Later, she holds a lighted cigarette near her face while flirting with an ex. There’s no hand-wringing over her smoking. She’s just a smoker. And she’s wildly on trend. That’s because, at least in the world of entertainment, cigarettes are once again cool.
“Materialists” is just the tip of the ash. The musicians Addison Rae and Lorde both mention smoking in recent singles. The stars of “The Bear” are smokers on- and offscreen. The “Housewives” count many among their ranks. Tim Robinson and Paul Rudd smoke in the big-screen comedy “Friendship,” while the chic Seema (Sarita Choudhury) on the series “And Just Like That” does as well. In the kitschy video for her track “Manchild” Sabrina Carpenter uses a fork as a cigarette holder. Even Beyoncé has lit up onstage during her Cowboy Carter Tour. In one instance, she throws the cigarette on a piano, which artfully ignites as she performs “Ya Ya.” If Beyoncé is doing it, you know it’s reached the upper echelon of culture.
And these smokers are largely celebrated. The overwhelming sentiment is: Sure, cigarettes are bad for you, but they make you look good — as evidenced by Lucy, who keeps her smokes in an elegant silver case, perhaps to emphasize how sleek the habit is, and brandishes them to show just how effortlessly hot she can look bringing one to her lips.
Jared Oviatt, the man behind the Instagram account @Cigfluencers, which features photos of celebrities glamorously smoking, told me he had noticed an upswing in material recently. When he started the account in 2021 he had to look harder to find content.