styles becoming inextricably tied to the band's identity. They are credited with setting 1990s fashion trends such as Buffalo platform shoes and double bun hairstyles. Their styles have inspired other celebrities including Katy Perry, Charli XCX, and Bollywood actress Anushka Ranjan. Lady Gaga performed as Emma Bunton (Baby Spice) in high school talent shows and Emma Stone chose the name "Emma" inspired by Emma Bunton after she previously used the name Riley Stone. The group have also been noted for the memorable outfits they have worn, the most iconic being Halliwell's Union Jack dress from the 1997 Brit Awards. The dress was sold at a charity auction to the Las Vegas Hard Rock Cafe for £41,320, giving Halliwell the Guinness World Record at that time for the most expensive piece of pop star clothing ever sold. Commercialisation and celebrity culture At the height of Spicemania, the Spice Girls were involved in a prolific marketing phenomenon. Under the guidance of their mentor and manager Simon Fuller, they advertised for an unprecedented number of brands and became the most merchandised group in music history. The group were also a frequent feature of the global press. As a result, said biographer David Sinclair, "So great was the daily bombardment of Spice images and Spice product that it quickly became oppressive even to people who were well disposed towards the group." This was parodied in the video for their song "Spice Up Your Life", which depicts a futuristic dystopian city covered in billboards and adverts featuring the group. Similarly, the North American leg of their 1998 Spiceworld Tour introduced a whole new concert revenue stream when it became the first time advertising was used in a pop concert. Overall, the Spice Girls' earnings in the 1990s were on par with that of a medium-sized corporation thanks in large part to their marketing endeavours, with their global gross income estimated at $500–800 million by May 1998. In his analysis of the group's enduring influence on 21st-century popular culture, John Mckie of the BBC observed that while other stars had used brand endorsements in the past, "the Spice brand was the first to propel the success of the band". Christopher Barrett and Ben Cardew of Music Week credited Fuller's "ground-breaking" strategy of marketing the Spice Girls as a brand with revolutionising the pop music industry, "paving the way for everything from The White Stripes cameras to