First Ladies – Fashion & Style was an exhibition at the New Building of the National Museum in Prague, presenting more than a century of clothing, style, and public representation of the wives of Czech and Czechoslovak presidents. The exhibition brought together garments and accessories of very different character, period, and aesthetic (from formal ceremonial dresses to everyday clothing), each carrying its own social, political, and personal meaning. One of the central challenges of the project was this diversity. The exhibited objects varied greatly in style, material, and historical context, and the graphic design needed to support them without imposing a dominant visual narrative. The task was to create a background that allowed the objects to speak for themselves, while still providing visitors with orientation, context, and a coherent reading of the exhibition as a whole. Lucia Jarosova was responsible for the graphic design and visual identity of the exhibition. She developed a restrained and elegant communication system that balances clarity and discretion. Typography, colour, and spatial hierarchy were carefully calibrated to support the thematic structure of the exhibition while remaining visually calm and respectful towards the exhibited artefacts, and individuality of each Lady.