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Irene O'Dare, an upholsterer's assistant, meets wealthy Don Marshall while she is measuring chairs at the Herman Vincent estate in Long Island. Don becomes enchanted by Irene, and decides to promote her career by anonymously buying Madame Lucy's, an exclusive Manhattan dress shop, thus insuring her a job as a model. Don installs Mr. Smith as the manager of the shop, and soon Irene is selling dresses to Mrs. Herman Vincent and other socialites. Her success earns the enmity of the other models while also renewing the attentions of Bob Vincent, scion of the wealthy Vincent family. In order to promote the shop's dress line, Mr. Smith arranges for his models to be invited to a society ball held at the Vincent estate. At the ball, Irene causes a stir when she is mistaken for Irish nobility, thus giving Mr. Smith an idea for further publicizing his collection. Exploiting Irene's mistaken identity, Mr. Smith installs her in a Park Avenue apartment and supplies her with diamonds and furs as she is escorted around town by Bob. After gossip columnist 'Biffy' Webster gets a tip about Irene from an envious model, he prints a snide innuendo about how her expensive apartment and clothes are being paid. Incensed, Irene goes to confront Madame Lucy and learns that Don is the real owner of the shop. Feeling angry and betrayed, Irene consents to marry Bob, but on the eve of their wedding, a disconsolate Bob realizes that he loves his former sweetheart, Eleanor Worth, while Irene realizes that she loves Don. All ends happily as the couples realign themselves.