Dee Izmail x Spice Girls: The Fashion Story Behind Who Do You Think You Are

In the golden age of '90s pop, few fashion moments rival the impact of the Spice Girls’ music video for Who Do You Think You Are. This wasn’t just a video — it was a cultural explosion of energy, attitude, and iconic style. At the creative helm was none other than Dee Izmail, the designer responsible for crafting every one of the girls' bold, unforgettable outfits.

Known for her fearless design approach and flair for theatrics, Dee captured the essence of each Spice Girl and transformed it into a look that would help define pop fashion for a generation.

Music Video for Comic Relief

Let’s break down the looks that made history:

🔥 Geri Halliwell (Ginger Spice)

Geri turned heads in a bold red PVC corset and hot pants, finished with structured boning and undeniable sass. This was more than a stage outfit — it was a power statement.🛒 Shop the Red Boned Hotpants Look

✨ Victoria Beckham (Posh Spice)

Victoria oozed confidence and sleek sophistication in a silver catsuit, embodying her signature chic edge. The fitted silhouette and futuristic shine made this look unforgettable.🛒 Shop the Catsuit (also available in black PVC)

💖 Emma Bunton (Baby Spice)

Emma kept things fun and flirty in a pink top and a blue mini skirt, capturing her playful and youthful vibe with vibrant colour blocking and feminine flair.🛒 (A custom recreation of this set is coming soon — stay tuned!)

🖤 Melanie C (Sporty Spice)

Mel C showcased athletic cool in an all-black ensemble — a sleek black top paired with black trousers — built for movement, power, and high kicks.🛒 (Contact us for Sporty Spice custom looks.)

🐆 Melanie B (Scary Spice)

Mel B lit up the screen in matching leopard print pants and crop top, embracing her fierce and fearless spirit. Animal print became her signature — and Dee delivered it with style.🛒 (Similar styles available in the Spice Girls Costume Collection)

A Fashion Legacy

Dee’s designs were never just about the clothes — they were about identity, performance, and power. Each outfit allowed the girls to move freely, dance with confidence, and amplify their alter egos. These looks became a fashion time capsule — still celebrated in music retrospectives and pop culture galleries today.

🎥 Rewatch the video, and you’ll see how Dee Izmail’s fashion helped shape the legacy of the world’s most famous girl group.

💬 Want to own a piece of pop fashion history or request a custom version of these iconic looks? Buy from our Spice Girls Collection store