Joseph Christian Leyendecker captivated the public with his striking, fashionable depictions of handsome men and glamorous women. He reached the peak of his fame and productivity in the 1920's- 30’s. Leyendecker created enduring icons and virtually invented branding in advertising. His magazine covers changed the way the nation looked at the world, introducing the concept of the New Year's Baby, Mother's Day flowers, and Santa as we know him. He became mentor to an entire generation of illustrators, most notably Norman Rockwell, who shaped his career by emulating Leyendecker.