Back in 1997, I was rocking a tiny metallic backpack while navigating the mall with a Spice Girls lollipop in hand. These lollipops came with stickers of Ginger, Posh, Scary, Sporty, or Baby, and you can bet they were plastered all over my folders and books, maybe even on my wall!
At that time, the Spice Girls were outselling the Beatles, their infectious blend of pop and feminism gave birth to the empowering mantra of “Girl Power,” complete with platform shoes and a tight-knit friendship vibe. Thanks to their skyrocketing fame, they not only promoted various products but also starred in the iconic film, Spice World—an absolute gem. They even found time to tackle sexism right on set!
In a recently resurfaced outtake from a commercial shoot for a Spice Girls-themed Polaroid camera called Spicecam, Melanie Brown and her fellow bandmates confront an absurd request for more “cleavage shots” and “midriff shots” from a man on set. When asked why he desired such shots, he casually replies, “It’s every man’s fantasy. That’s showbiz.”
Brown, refusing to comply with the “chauvinistic pig” demand, is quickly supported by Geri Halliwell and eventually all the Spice Girls, showcasing their signature girl power. Victoria Beckham (then known as Adams) even snatches the man’s sunglasses off his face and quips, “Stop trying to look cool.”
Now, you might argue, “But the Spice Girls marketed bare midriffs and cleavage.” True, but it was on their own terms. There’s a significant distinction between embracing your style as “girl power” and packaging girl power under the guise of “every man’s fantasy” for young girls. The Spice Girls were well aware of this difference and weren’t about to play nice. Halliwell even challenges the guy with, “What kind of message would that send?”
In their own campy and straightforward way, the Spice Girls understood and reinforced a powerful message: girls have worth, women have worth, and it doesn’t revolve around men. “Girl power” was not just a catchy phrase for them; it was a principle they lived by both on and off stage. Teenage me would be proud, and honestly, current me is just as proud!
Looking back, this candid exchange should have been the highlight of the Polaroid commercial instead of the bizarre, noir-ish version they ultimately released, which featured a vomiting nun and the girls getting kicked out of Catholic school during a downpour.
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In summary, the Spice Girls were ahead of their time, standing up against sexism in a light-hearted yet impactful manner, all while promoting their own brand of empowerment. They knew that girl power was more than a slogan; it was a lifestyle choice that resonated with fans everywhere.