1

Martha Washington

Image: Boston Public Library, CC BY 2.0

Let’s begin with the inaugural first lady of our country. In May 1789, Martha Washington inaugurated the role of First Lady of the United States when she arrived in New York City to meet her husband, George Washington. Interestingly, the name "First Lady" wouldn’t be used until some time later. Instead, Martha was simply referred to as "Lady Washington".

As you would expect, Martha Washington installed practices that went on to become traditions held by many future First Ladies, including receptions to the general public during New Year’s Eve. Furthermore, President Washington asked Martha to hold special drawing room events at their residence. These social gatherings became instrumental in forming what was known as the "Republican Court" , an influential group of American intellectuals and politicians.

2

Rosalynn Carter

Image: Tatiana V. Konokotina, CC BY 4.0

According to Rosalynn Carter , she first became attracted to her husband, future president Jimmy Carter, when she saw him in a photograph dressed in his U.S. Navy uniform. What followed is a long and prosperous love story, which only ended in 2023 after Rosalynn passed away at the age of 96 years old.

During her tenure as First Lady, Rosalynn became an advocate for mental health and women’s rights, and she continued to support these causes through her work in the Carter Center. Both Rosalyn and President Carter were awarded the Presidential Medal of Freedom in 1999.

3

Barbara Bush

Image: NIAID, CC BY 2.0

Few First Ladies hold the honor of being both the wife and the mother of a U.S. President, and Barbara Bush is one of them. She served as the First Lady during the presidency of George H. W. Bush, who acted as the 41st U.S. President from 1989 to 1993.

Although she presented herself in an almost apolitical manner, Barbara often engaged in charity work, most notably in campaigns to fight illiteracy. After her husband’s presidency ended, she continued to work in campaigning for her sons, including our 43rd President, George W. Bush.

4

Eleanor Roosevelt

Image: FDR Presidential Library & Museum, CC BY 2.0

Eleanor Roosevelt is remembered as the longest-serving First Lady in U.S. history. However, the legacy of this amazing figure is not limited to this fact. Roosevelt is considered to be one of the most groundbreaking First Ladies in history, completely revolutionizing the function.

Roosevelt took an active role during her husband’s terms, actively engaging in public events, travels, and cultural activities. Not only that, she was instrumental in President Roosevelt’s involvement with the then-newly formed United Nations. Eleanor served as a delegate to the U.N. General Assembly, acting as the leading figure behind the drafting of the Universal Declaration of Human Rights.

5

Nancy Reagan

Image: Bill Varie, Los Angeles Times, CC BY 4.0

Just like her husband, Nancy Reagan’s career before the White House was filled with the glamour and excitement of Hollywood. Between the 1940s and 1950s, she starred in several blockbusters such as "The Next Voice You Hear...", "Night into Morning", and "Donovan ’ s Brain", acting under her maiden name Nancy Davis.

In 1952, she married then-fellow actor Ronald Reagan, the president of the Screen Actors Guild at the time. Nancy first served as First Lady of California when her husband was governor of the state, and later on as First Lady of the country in 1981.

6

Lady Bird Johnson

Image: City of Boston Archives from West Roxbury, United States, CC BY 2.0

Some First Ladies (although not many) are better known by their nicknames, and that’s certainly the case with " Lady Bird" Johnson . Born Claudia Alta Taylor in Karnack, Texas, this First Lady’s nickname comes from the fact that her nursemaid apparently stated that young Claudia was as "pretty as a ladybird".

When she was in her early 20s, Lady Bird met a young congressional aide named Lyndon B. Johnson after a mutual friend introduced them. The First Lady would later declare that she felt "like a moth drawn to a flame" on that first meeting. A few weeks after their first dates, the couple married and went on to have two daughters, Lynda Bird and Luci Baines.

7

Jackie Kennedy

Image: Florida Memory

For many Americans, First Ladies are the pinnacle of glamour. Their impeccable manners and warm personalities perfectly match their classy outfits. In that sense, Jacqueline "Jackie" Kennedy is considered to this day an international icon, known for her daring yet elegant attire and her devotion to their family and her country.

Jackie met President Kennedy, then U.S. Representative for Massachusetts, at a dinner party held by journalist Charles L. Bartlett. A year later, in 1953, the couple married in an event that was listed as the social event of the season. Jackie took a rather active role in her duties as First Lady. She conducted a massive restoration process of the White House and often joined her husband on many trips abroad, becoming a beloved cultural ambassador for America.

8

Hillary Clinton

Image: Hillary for Iowa, CC BY 2.0

Hillary Clinton is definitively the person on this list with the most political experience. She was Secretary of State, Senator for the State of New York, and presidential candidate. However, we shouldn’t overlook the fact that she dutifully served as First Lady of the United States while her husband was in the White House.

While the world knew her as Hillary Rodham, she entered Yale Law School in the early 70s, where she met a fellow law student by the name of William "Bill" Clinton. They married in 1975 and welcomed their only daughter, Chelsea, in 1980.

9

Michelle Obama

Image: Tim Pierce from Berlin, MA, USA, CC BY 2.0

Following her graduation from Princeton University, a young lawyer by the name of Michelle LaVaughn Robinson started working in a Chicago law firm, focusing on marketing and intellectual property law. During her time in this office, she met another young lawyer named Barack Obama. Did any of them know that they were meeting their future spouse?

Let’s now jump to the year 2009: Barack Obama was the first African-American President of our country, and Michelle Obama became the First Lady of the United States. During her time in the White House, Michelle took a stand against many difficulties, like poverty, childhood obesity, and illiteracy.

10

Betty Ford

Image: Image courtesy of Betty Ford Center, Attribution, via Wikimedia Commons

Elizabeth Anne "Betty" Ford holds the unique distinction of being the only person on this list to have been both the First and Second Lady of our country. She acted as the latter while her husband Gerald Ford served as Vice President to Richard Nixon, and she became the First Lady when Nixon resigned from the presidency.

However unexpected her rise to the role was, Betty Ford is fondly remembered as one of the most courageous First Ladies of our country; she was not afraid to speak her mind and get involved in politics. During her time in the White House, she became known as a passionate defender of the Equal Rights Amendment, as well as a public spokesperson for breast cancer awareness.

1

Blockbuster

Image: Blockbuster LLC, Public domain, via Wikimedia Commons

During the ’80s and ’90s, Friday nights had an almost mandatory stop: Blockbuster. Founded in Dallas, Texas, the blue-and-yellow giant brought Hollywood into Americans’ living rooms with its VHS. At its peak, it had nearly 10,000 stores worldwide.

But something happened in 1997: Netflix. First a DVD-by-mail competitor, Netflix became a streaming service in 2007, and that was one of the main events that helped bring Blockbuster down. By 2010, the iconic brand had filed for bankruptcy. There is only one remaining store located in Bend, Oregon.

2

Sears

Image: Mike Kalasnik from Jersey City, USA, CC BY-SA 2.0 <https://creativecommons.org/licenses/by-sa/2.0>, via Wikimedia Commons

We’ve all spent an afternoon at Sears. From clothes and accessories to home goods and tools, Sears simply had it all. Founded in 1892 as a mail-order company, it grew throughout the 20th century into a retail powerhouse with hundreds of stores, becoming the shopping stop for many American families.

But as shopping habits changed and competition from giants like Walmart intensified, Sears failed to reinvent itself. After years of decline, the company filed for bankruptcy in 2018. Today, only a handful of stores remain.

3

Pontiac

Image: Ali Moharami

If we say GTO, Firebird, or Trans Am, you know exactly what we’re talking about, right? Of course you do! Pontiac was once one of America’s most iconic car brands, reaching its peak of fame between the 1950s and 1970s.

But after a financial crisis, General Motors decided to discontinue Pontiac in 2010 as it struggled to keep pace with other divisions like Chevrolet and Cadillac.

4

Oldsmobile

Image: Hombre

Pontiac wasn’t the only big name General Motors said goodbye to. Many of us still remember Oldsmobile, founded in 1897 and once a symbol of American innovation. But as sales began to decline through the 1990s and early 2000s, the brand slowly faded and was discontinued in 2004.

5

Woolworth’s

Image: Mike Petrucci

Do you remember Woolworth’s? Founded in New York in 1879, it introduced a revolutionary idea for its time: everyday items at low, fixed prices.

As a pioneer of the five-and-dime store, it grew into one of the largest retail chains in the world. But, much like what happened with Sears, fierce competition had a huge impact, and the brand eventually closed its last American stores in 1997.

6

Compaq

Image: Brian R. Lueck, Public domain, via Wikimedia Commons

Many of us had a Compaq at some point. Founded in 1982 in Houston, Texas, this personal computer brand quickly became one of the biggest names in the tech world. However, as new competitors filled the market in the 1990s, sales began to decline. Over time, the brand faded away, and by the early 2010s, Compaq was gone.

7

Pan Am

Image: Aero Icarus from Zürich, Switzerland, CC BY-SA 2.0 <https://creativecommons.org/licenses/by-sa/2.0>, via Wikimedia Commons

Whether you loved flying or not, everyone knew Pan Am. Founded in 1927 as a small mail carrier, it grew into one of America’s most famous airlines, serving millions of passengers around the world.

Until the 1970s, it was practically synonymous with air travel. But the 80s arrived with a mix of rising fuel costs, competition, and financial troubles that led to its bankruptcy in 1991. Did you ever fly with them?

8

TaB

Image: luthfi alfarizi

In the 1960s, the concept of "diet soda" gained popularity, and that’s when Coca-Cola introduced TaB, which claimed to be "sugar-free!" on its famous pink can. But when Diet Coke arrived, TaB’s sales collapsed, and the competition was over. Still, during the ’70s and ’80s, TaB had its big moment in the spotlight: You either loved it or hated it, no in-between. Which side were you on?

9

Borders

Image: brewbooks from near Seattle, USA, CC BY-SA 2.0 <https://creativecommons.org/licenses/by-sa/2.0>, via Wikimedia Commons

In recent decades, digital technology has become a major part of our lives. And while it has brought many benefits, it has also hurt certain industries. Borders was one of them.

The rise of online retailers, the emergence of e-readers like Amazon’s Kindle, and the growing popularity of digital books caused the bookstore chain to lose ground. Unable to keep up with the competition, sales declined so badly that the company declared bankruptcy in 2011.

10

Burger Chef

Image: John Margolies, Public domain, via Wikimedia Commons

Some may say that McDonald’s has no competition. But it did: Burger Chef. Founded in 1954 in Indianapolis, it was one of the first fast-food restaurants and quickly gained a huge customer base.

By the 1970s, it had become one of the Golden Arches’ biggest competitors, reaching more than 1,200 locations nationwide. It was even the first to introduce the "kids’ meal." However, everything changed in the 1980s, when the company was bought out, and many of its restaurants were converted to other brands. Its last remaining store closed in 1996.

1

James Dean’s red jacket in Rebel Without a Cause

Image: visualsofdana

James Dean owned the screen in Rebel Without a Cause while wearing a red Harrington jacket . Jim Stark’s rebellious spirit resonated with a generation of teenagers, turning the jacket into a symbol of youthful defiance. That cool, casual style caught on in the ’50s and influenced menswear for years to come.

2

Tom Cruise’s aviator sunglasses in Top Gun

Image: Nitin Dhumal

When Top Gun soared into theaters in the ’80s, sales of Ray-Ban Aviators took off like a jet fighter, reportedly increasing by 40%. Tom Cruise’s confident Maverick made these shades the ultimate symbol of effortless cool .

The latest installment of the franchise once again led to a surge in sales. Worn by pilots and by pop stars, Aviators remain a classic icon of the tough-guy aesthetic.

3

Jennifer Aniston’s Rachel’s haircut in Friends

Image: Ilse Orsel

"The Rachel" wasn’t just a haircut—it was the haircut. Salons were flooded with requests for Jennifer Aniston’s bouncy, layered style .

The irony? Aniston reportedly hated it. But that didn’t stop an entire generation from chopping their locks in pursuit of sitcom-perfect hair .

4

Nancy Sinatra’s go-go boots

Image: Heriberto Jahir Medina

Nancy Sinatra’s "These Boots Are Made for Walkin’"—along with the groovy go-go dancers on "Laugh-In" —made white go-go boots the must-have footwear of the swinging ’60s.

Fun, fashionable, and full of youthful energy , they became a symbol of the era. Every mod girl needed a pair to complete her look and strut her stuff.

5

Marilyn Monroe’s white dress

Image: Stephen Leonardi

A subway grate, a gust of wind, and boom. One of the most famous dresses in movie history was born. Marilyn Monroe’s billowing white halter dress is still a summer fashion inspiration more than half a century later.

Her signature winged eyeliner, red lips, and the Chanel No. 5 she allegedly wore to bed were also picked up by women all over the world.

6

Jackie Kennedy’s pillbox hat & suits

Image: Florida Memory

Jackie Kennedy’s impeccable style captivated the nation. Her elegant suits and perfectly perched pillbox hats turned heads with every public appearance.

Women everywhere sought to emulate her sophisticated, polished look, turning the First Lady into an unexpected fashion icon.

7

Farrah Fawcett’s feathered hair in Charlie’s Angels

Image: Flybynight

An example of one poster that became one million salon appointments. Farrah Fawcett’s feathered waves became the ultimate hair trend of the 1970s, thanks to Charlie’s Angels.

Women flocked to salons, armed with cans of hairspray and dreams of achieving the perfect Farrah flip.

8

Madonna’s lace gloves & layered bracelets

Image: Paolo Sbalzer

Madonna was as much a fashion icon as she was a music sensation. During her Like a Virgin era in the ‘80s , she introduced a bold new style: layered rubber bracelets, rosary beads, lace gloves, and a rebellious attitude. Young girls everywhere embraced her edgy, playful look, making it a defining trend of the decade.

9

Run-D.M.C.’s Adidas sneakers

Image: Rahul Shah

No laces? No problem. Run-D.M.C. turned Adidas shell-toe sneakers into hip-hop royalty . Their song "My Adidas" made the brand explode, and suddenly sneakers with the three stripes were everywhere. Comfortable, stylish, and effortlessly cool—now that’s a trend anyone could get behind.

10

Reese's Pieces in E.T. the Extra-Terrestrial

Image: FlyD

Did you know that in E.T. the Extra-Terrestrial , the beloved alien was originally supposed to be obsessed with M&Ms, not Reese’s Pieces ? Luckily for the latter, Mars turned down the offer to feature their product in a Spielberg movie.

The result? After the movie’s massive success, sales of Reese’s Pieces skyrocketed by 65%. A perfect example of how sweet product placement can be.

11

Etch-a-Sketch in Toy Story

Image: Nong

Sure, Toy Story featured dozens of different toys, but one classic that had been around for decades experienced a major resurgence after the movie’s release.

The Etch A Sketch saw a spike in sales in the ’90s, thanks to its memorable cameo in the Pixar movie. Maybe kids were drawn to its simple shake-and-draw magic , or perhaps parents couldn’t resist a wave of nostalgia.

12

Kurt Cobain’s grunge look

Image: Ralph Rabago

Kurt Cobain didn’t dress for the cameras or the music industry, yet he defined an iconic style in the ’90s. His thrift-store flannels, ripped jeans , and round sunglasses became the uniform of a generation.

Ironically, the grunge aesthetic—born from a rejection of mainstream fashion—became one of the decade’s biggest trends.