[a_better_world]

"freedom torches" was the exact phrase used. They were sold as a marker of female liberation.

https://en.wikipedia.org/wiki/Torches_of_Freedom

The term was first used by psychoanalyst A. A. Brill when describing the natural desire for women to smoke and was used by Edward Bernays to encourage women to smoke in public despite social taboos. Bernays hired women to march while smoking their "torches of freedom" in the Easter Sunday Parade of 31 March 1929,[1] which was a significant moment for fighting social barriers for women smokers.

Bernays is widely seen as the father of modern marketing, and helped lay the foundation for the consumer-based economy.