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Vapor Gets a Secret Thumbs Up From Fashion Industry

Vapor Gets a Secret Thumbs Up From Fashion Industry

Vapor Gets a Secret Thumbs Up From Fashion Industry


The fashion industry has long used combustible cigarettes as a prop to make models appear cooler in photo shoots. In the last few years, however, that cliche has slowly gotten usurped behind by vapor products whose large clouds have been getting used in more photoshoots and many within the community have switched over to vapor in behind-the-scenes fashion and celebrity circles. However, vapers have, more often than not, kept their hobby a secret, especially in industries like fashion.  

Evidence of the fashion industry taking a liking to vapor products can be found in a recent op-ed by Vogue magazine’s Julia Felsenthal. While health concerns were featured prominently in the title, and controversy surrounding the Juul brand lightly was touched upon in the op-ed, the real meat of the article was when Felsenthal took a step back and looked at attitudes and habits within each industry.

At the heart of the article’s message was the inextricable fact that vapor, for better or worse, has become fashionable in recent years, even if on the sly.

“Coyness—or, more commonly, an insistence on anonymity—when going on the record about vaping is something I encounter again and again, from models, designers, and fashion civilians alike,” Felsenthal writes. “‘Everyone does it, but noone will talk about it,’ agrees a prominent jewelry designer, who will speak only on the condition of not having her name in print.”

She goes on to hypothesize reasons for this shyness surrounding vaping. On one hand, she notes that there’s a certain “tackiness” attached to the hobby, thanks to the dismissive nature of "cloud bros" who pay no mind to the fact that their public vaping offends some people. On the other hand, she also observes that in our technologically-driven society, it’s hard to discern which trends are truly tacky, and that vaping is such a new hobby that many people either have no opinion or have formed their beliefs based on misinformation.

“Such skittishness could easily be interpreted as tacit acknowledgment of association the inherent tackiness of vaping, which has long been associated with a certain kind of flat-brim-hat-wearing bro. But in an age of wireless earbuds, fitness trackers, smartphones, and wellness-as-gospel, it’s likely truer that people are afraid to evangelize for a practice that is still so untested.”

This feeling of “untested-ness” is a persistent attitude that has kept more people from advocating for vapor products. Felsenthal addresses these concerns but, even with education, vapers who she talked to are still skeptical and uncertain because of conflicting - or even worse - the potential conflicting reports in the near future.