new political and social climate that was emerging with the advances made by New Labour and the new British prime minister Tony Blair. Coming out of a period of 18 years of Conservative government, Tony Blair and New Labour were seen as young, cool and appealing, a driving force in giving Britain a feeling of euphoria and optimism. Although by no means responsible for the onset of "Cool Britannia", the arrival of the Spice Girls added to the new image and re-branding of Britain, and underlined the growing world popularity of British, rather than American, pop music. This fact was underlined at the 1997 Brit Awards; the group won two awards but it was Halliwell's iconic red, white and blue Union Jack mini-dress that appeared in media coverage around the world, becoming an enduring image of "Cool Britannia". The Spice Girls were identified as part of another British Invasion of the US, and in 2016, Time acknowledged the Spice Girls as "arguably the most recognisable face" of "Cool Britannia". Image, nicknames and fashion trends The Spice Girls' image was deliberately aimed at young girls, an audience of formidable size and potential. Instrumental to their range of appeal within this demographic was their five distinct personalities and styles, which encouraged fans to identify with one member or another. This rejection of a homogeneous group identity was a stark departure from previous groups such as the Beatles and the Supremes, and the Spice Girls model has since been used to style other pop groups such as One Direction. The band's image was inadvertently bolstered by the nicknames bestowed on them by the British press. After a lunch with the Spice Girls in the wake of "Wannabes release, Peter Loraine, the then-editor of Top of the Pops magazine, and his editorial staff decided to devise nicknames for each member of the group based on their personalities. Loraine explained, "In the magazine we used silly language and came up with nicknames all the time so it came naturally to give them names that would be used by the magazine and its readers; it was never meant to be adopted globally." Shortly after using the nicknames in a magazine feature on the group, Loraine received calls from other British media outlets requesting permission to use them, and before long the nicknames were synonymous with the Spice Girls. Jennifer Cawthron, one of the magazine's staff writers,