First ladies are the closest advisers to the president, support partners, and with their behavior, success, appearance, style and a number of other characteristics they can contribute to creating a positive image of their husband, but also of their country. They are the so-called appropriate diplomats, symbols of the state, and some of them are a kind of brand. This paper observes contemporary political trends, contemporary first ladies who have the status of a global celebrity, but part of the paper is dedicated to the historical development of the role of first lady and the most significant first ladies of all time. The role of the first lady is also interesting because it is a role without rules - it is not clearly prescribed what the first lady is allowed to do, which is why this role largely depends on the sensibility and ambitions of an individual woman. The second part of the paper analyzes in more detail the selected American and French first ladies - through their decisions, projects, campaigns, each of them shows their personality. The aim of the paper was to study how the first lady as a partner can influence the image of the president. The conclusion of the paper is that it can have a significant impact and that every president should appreciate his wife’s talents.