that inauguration dress turned isabel toledo, a relatively unknown cuban-born designer into an overnight she was glowing from within. >> it was really the moment. it was magic. it was -- >> you're getting emotional. >> yes, because i get approached by people that experienced it and felt times had arrived that we were moving forward. that things are happening. >> what did that dress communicate? >> optimism. >> reporter: channelling tradition. when pomp and the circumstance required it. but also adding fun with her own fashion flair. she broke all the first lady fashion rules. embracing bold prints and textures. even going sleeveless. >> oh my gosh! >> reporter: nita garcia of "marie clair" said it made people think about a friend rather than a first lady. >> showed her arms, wore strapless, showed off the shoulders. all of a sudden every woman, including myself, wanted very ripped arms like michelle obama. >> she launched many bicep girls. >> reporter: the first lady making fashion relatable to the masses, wearing ann taylor and j. crew, along with high-end designers from michael kors to