The Spice Girls dominated global 90s culture with their girl power message, platform boots, and Union Jack mini dresses. Their iconic approach to gaining worldwide fame landed them a feature film released alongside album of the same name Spice World (1997), in addition to a celebratory Channel 4 documentary for the 25th anniversary of debut single Wannabe, titled Spice Girls: How Girl Power Changed Britain (2021).
Their feminist message was consistent throughout their songs, image and interviews, telling their audience that girls and young women are capable in the same way as men. Their looks played with traditional ideals of femininity; Sporty made being a ‘tomboy’ mainstream, Ginger made being unapologetically outspoken as a female the norm, Scary made confronting the patriarchy a must. The message translated into their office-life as well, firing manager Simon Fuller in 1997 and taking control of the group themselves, they became pioneers of the ‘girl boss’ movement.
As a young woman, it is personally impossible to not recognise what the Spice Girls have done for mainstream feminism and femininity. I have always found ways to incorporate them into my academic and practical work, my first project being at 16 years old, creating a series of abstract paintings representing the personas of each member. Since, I have created academic studies deep-diving into their careers as individuals and the semiotic meanings of their posters.
Their message, image and status was so crucial for the millennial generation, those before it, and those to come.