Totally Spies: How a 2000s Cartoon Inspired a Generation of Women in Tech

In the early 2000s, Totally Spies was more than a cartoon—it was a cultural staple. For many young girls, myself included, it redefined what it meant to be a woman and a leader. Alongside other icons like Barbie™ as a CEO, the rise of female Power Rangers™, and the girl power anthem of The Cheetah Girls, Totally Spies inspired a generation to believe in their limitless potential. It wasn't just about action—it was about empowering young women to embrace their intelligence, style, global ambitions, and femininity as powerful assets.

Girl Power Beyond the Surface

At its core, “girl power” often felt like a marketing tool rather than a revolutionary movement. Totally Spies stood out by doing more than putting girls in traditionally male roles; they embraced what made being a girl unique. Gadgets were disguised as compacts and lipsticks, villains addressed personal insecurities, and femininity was a strength, not a weakness.

As discussed in Understanding Literacy in Our Lives (Cleveland State University, 2022), “girl power” was largely a corporate construct designed to sell products by pandering to an audience hungry for change. It offered surface-level solutions to deeper societal issues, claiming, “See? Girls are doing boy stuff now. Everything’s equal!” However, true equality—and more importantly, equity—requires more than simply putting a girl in a superhero or spy suit.

Despite this, Totally Spies transcended this corporate agenda in meaningful ways. Through its characters’ intelligence, independence, and teamwork, it demonstrated that femininity wasn’t just acceptable—it was powerful.

Today, the celebration of girlhood has returned, with trends like “just a girl” and “demure and cutesy” reclaiming femininity as empowering. This shift echoes Totally Spies’ legacy: redefining girlhood as multifaceted and worthy of celebration, blending strength and individuality without compromise.

Rooted in nostalgia and contemporary reimagining, these trends draw inspiration from both early 2000s media—like Totally Spies—and modern social media aesthetics. The term "just a girl" is not a dismissal of capability but rather an embrace of traditionally feminine traits, hobbies, and styles that were once trivialized or seen as antithetical to strength and independence.

On platforms like TikTok and Instagram, creators lean into this by sharing personal moments that reflect the joy of girlhood, whether it's revisiting childhood interests or styling fashion inspired by early aughts icons.

By reclaiming these aspects of girlhood, the "Just a Girl" trend subverts the idea that strength means rejecting femininity. Instead, it asserts that traditionally feminine traits can coexist with independence and ambition, creating a space where being "just a girl" is powerful, not limiting. It's a reminder that femininity—however one chooses to define or express it—is valid and worth celebrating.

Breaking Stereotypes Through Intelligence

One of the Totally Spies’ greatest strengths was its portrayal that intelligence can be inherently feminine. Sam, the team’s leader and tech genius was a problem-solver, strategist, and innovator. Her brilliance wasn’t played down to make her relatable—it was celebrated.

This was a radical departure from traditional media tropes, where “the smart one” was often sidelined or stripped of her femininity. Totally Spies showed us that we could be brilliant, fashionable, and confident all at once. It was the first time young girls could see themselves in a character who embraced both intellect and femininity without compromise.

My transition to digital product design was not just a career move—it was a natural evolution of my lifelong fascination with how art and technology can combine to solve real-world problems. Like Sam's strategic brilliance or Clover's trend-setting style, I understood that to be innovative, I do not have to abandon who I am — my femininity and creativity can be a strength.

The Intersection of Art and Technology

In Totally Spies, gadgets disguised as beauty tools and futuristic environments weren’t just visually cool—they were innovative and functional. That seamless blend of form and function reflects my own design philosophy: creating products that are as beautiful as they are purposeful.

Like Totally Spies, I aim to incorporate storytelling into my work, designing experiences that connect people, spark curiosity, and inspire new ideas.

Traveling the World, Expanding Horizons

The world of Totally Spies was not confined to their hometown or school—it spanned the globe. The trio’s missions took them to exotic destinations, showcasing different cultures and environments with every episode. For many young viewers, this sparked a sense of wanderlust and curiosity about the world beyond their own backyard.

It introduced us to new cultures and environments, sparking curiosity and a desire to explore. This global perspective has shaped my approach as a designer, where I draw inspiration from architecture, fashion, and cultural diversity to create meaningful, human-centered designs.

At a time when global travel was not as accessible or common as it is today, Totally Spies planted seeds of exploration in myself. It inspired a generation of women to view the world as a place of opportunity and adventure—a playground to explore, rather than a set of boundaries to stay within.

Fashion as a Form of Empowerment

We can’t speak about Totally Spies without mentioning fashion. Each of the spies had her own distinct style, from Clover’s bold trends, Alex’s sporty chic and Sam’s polished sophistication. These weren’t just aesthetic choices—they were reflections of their personalities, something we definitely see today.

It celebrated fashion as a form of self-expression, not vanity. The girls could fight villains in evening gowns or track suits, proving that style and strength could coexist. For young viewers, it was a reminder that embracing your unique style doesn’t make you less capable—it makes you more you.

The Enduring Impact of Girl Power

Looking back, Totally Spies was a glimpse into what was possible—a world where girls could be smart, adventurous, stylish, and strong. But it also reflected the complexities of the “girl power”, “girlhood” and “just a girl” movements. While the messaging is empowering, it is not a cure-all for systemic inequality.

True empowerment is about equity—understanding that girls have unique needs, goals, and strengths that deserve to be celebrated on their own terms.

In the end, Totally Spies struck a delicate balance. It embraced the fun and creativity of being “just a girl”, communicating that femininity and strength are not mutually exclusive. It reminds us that intelligence is beautiful, teamwork is powerful, and the world is full of possibilities.

For those of us who grew up watching Sam, Clover, and Alex, Totally Spies didn't just entertain us—it shaped who we are today. It encouraged us to innovate, explore, and fight for what is right, all while staying true to ourselves.

As we continue to reflect on the media that shaped us, let’s remember the lessons of Totally Spies: being a girl is not about fitting into someone else’s mold. It's about recognizing the distinctive capabilities that set us apart and channeling them into meaningful, targeted action.

References

Cleveland State University (2022) ‘Girlhood on film: The impacts of media on young women’, in Understanding Literacy in Our Lives. Available at: https://pressbooks.ulib.csuohio.edu (Accessed: 17 November 2024).

Marathon Media (2001–2014) Totally Spies. [Television series].