A noticeable change in atmosphere is brewing. Celebrities, once paragons of wellness and clean living, are now seemingly embracing a more laissez-faire lifestyle, raising eyebrows and sparking debate about whether the era of perfectly curated online personas is finally coming to an end.
Celebrities Embracing Indulgence
Kylie Jenner’s been regularly photographed with a glass of wine in hand, ever since attending the Jeff Bezos and Lauren Sanchez wedding in Venice. Hailey Bieber has championed the martini glass as a fashion accessory throughout the year, even on the Met Gala red carpet. Dua Lipa has shared sultry images on Instagram of herself smoking whilst holidaying in Europe, and Bella Hadid has also been spotted smoking again. Kate Moss was photographed stumbling into the Ritz in Paris on her 50th birthday, just months before her wellness brand, Cosmoss, entered voluntary liquidation. Lola Young’s song “Messy,” with lyrics about smoking and embracing imperfections, became the first UK number one from a British female solo artist since 2017. Charli XCX was seen enjoying a post-wedding cigarette in East London. Even the Duchess of Sussex, once known for her healthy lifestyle, has reportedly shifted from promoting jam to favouring rosé wine.
But what does all this signify? Does this mean the reign of wellness posturing and carefully constructed public images is waning?
Expert Opinions on the Shifting Tides
Dean Piper, a former celebrity journalist and PR founder, believes a cultural shift is underway. “I guess in popular culture we’ve entered another euphoric era where drinking and smoking has once again become more prevalent,” he says. “But even some of the big smoking endorsements have shocked me. The likes of Beyoncé and Madonna smoking on their socials and on stage. Who’d have thought it?”
Grace O’Neill, co-host of the pop culture podcast “After Work Drinks,” echoes this sentiment. “There’s definitely a shift that I think started with Charli XCX and Brat,” she shares. “I notice it in the culture, celebrities are smoking and drinking again, and there’s a kind of general lack of polish in the way celebrities are dressing and presenting themselves. The girls that feel cool right now are all a little bit looser and less studied: Gabriette, Devon Lee Carlson, Romy Mars.”
O’Neill also notes this trend extends to podcasting. Her podcast, “After Work Drinks,” embraces a more unscripted and chaotic format, resonating with a significant audience. “My co-host Isabelle Truman and I have no theme music, no intro, we just speak chaotically for 90 minutes a week about whatever takes our fancy, and we have developed quite a cult listenership with that approach.”
The Impact of Social Media on Celebrity Behaviour
Seeing polished celebrities like Jenner, Bieber, and Hadid indulging in these behaviours feels somewhat jarring, particularly as they rose to prominence during the age of ubiquitous camera phones and social media.
O’Neill explains that the rise of social media and iPhones around 2012 led celebrities to meticulously control their public behaviour, fearing being secretly filmed in compromising situations. “I remember as an editor in 2015-2017 how ‘together’ social media celebrities like Kendall Jenner, Gigi Hadid, and Hailey Bieber were. They would leave a club at 3AM with perfect hair and make-up: it was a far cry from the pictures of Kate Moss coming out of Annabel’s in the 2000s.”
Instagram’s arrival intensified the obsession with the perfectly curated life. Celebrities and influencers strived to showcase aspirational lifestyles, leading to lucrative brand deals and cultural influence. This era prioritized “clean” eating, wellness culture, and meticulous routines, leaving little room for drinking, smoking, or partying.
The Return of “Indie Sleaze” and Authenticity
However, signs of fatigue with this overly polished image emerged even before the Charli XCX and “Brat” movement. The cyclical nature of trends suggests that styles from the 2000s and early 2010s are experiencing a revival, including the “indie sleaze” aesthetic. This aesthetic embraces a certain messiness, combining thrifted items with a rock-and-roll attitude. It’s a stark contrast to the “clean girl” trend, characterized by sleek hairstyles, glazed skin, and toned physiques.
O’Neill argues that social media initially homogenized culture, leading to a uniform style. “I think the impact of the early era of social media was that it felt like culture turned into a single beige-toned blob, everyone was wearing a white T-shirt, a blazer, and a gold hoop earring, hair scraped into a ponytail, wearing ‘no make-up make-up’,” she says. “There’s a return to individualism that I think is really positive for young women, it’s a kind of bursting of the dam where individual style, taste, and uniqueness is cool again – but of course that was always cool.”
The Quest for Authenticity in a Digital Age
A decade ago, perfectly curated flat-lays and captions felt spontaneous and genuine. However, we’ve become increasingly aware of the staged nature of social media, particularly when it comes to celebrities. Scandals involving fabricated personas and misleading claims have eroded trust in the images presented by celebrities. Today, there’s a growing demand for authenticity.
Piper agrees, stating, “I think we are living in a day and age where the general public know a lot more and are far more clued up by how the celebrity world actually works. And the fact people can connect with their favourite celebrities directly on social media means they feel more attached than ever to their favourite names.” He adds that people crave relatable figures, like Rihanna or Lily Allen, who are honest and open. “They also love the idea of celebrities being just like us and having a drink, having hangovers and having a cheeky fag.”
The Sober Generation Reconsiders
Further evidence of this cultural shift lies in the changing drinking habits of Gen Z. A recent survey revealed a significant decrease in the number of Gen Z individuals abstaining from alcohol. 73% of this generation now admit to consuming alcohol in the past year, compared to 66% two years ago – the largest increase across all age groups.
While some attribute this shift to improved economic conditions, the broader cultural influence is undeniable. O’Neill suggests that the backlash against wellness may be linked to its association with conservative movements. “It’s no coincidence that the backlash [against wellness] has coincided with the conservatives co-opting the health/wellness movement with RFK Jr and Make America Healthy Again,” she adds. “Nothing could make a trend less cool than being Trump adjacent.”
The shifting behaviour of celebrities and the evolving attitudes of younger generations suggest a significant change in the cultural landscape. The era of carefully curated perfection may be giving way to a more authentic and individualistic approach, where embracing imperfections and indulging in life’s pleasures is once again becoming acceptable, even fashionable.