Costumes are relevant and crucial visual signs in cinema, theater, and television. The successful communication allowed by the messages is related to cultural contexts. The main goal of this study is to showcase the power of costumes as visual messages in the first years of Portuguese television emission. This happening occurred during a dictatorial regime. In communicating with costumes, the meanings of the messages are dependent on the context, and so, comprehending the historical context was part of the methodology. Data regarding numbers of available TV sets in the beginning of this period and the increasing number of hours of transmission were analyzed to ensure a full comprehension of this phenomenon at the time. A new form of communication is always responsible for augmenting the cultural lexicon, and regarding costumes, the same happens. Two different costumes were analyzed, aiming to point out different outcomes in terms of perceived messages. Maria de Lourdes Modesto’s apron influenced the aesthetic of female daily style and became a best-selling item. Simone de Oliveira sang in green, representing hope for the future. Television has the power to broadcast and influence new ways of culture, and costumes represent visual messages with meanings.