 Sent by her employers on an errand to the home of the wealthy Mrs. Vincent (Billie Burke), Irene O Dare (Anna Neagle) meets Don (Ray Milland), a friend of Bob (Alan Marshal), Mrs. Vincent s son. Attracted to Irene, Don decides to invest some money in Bob s latest venture, the "Madame Lucy" dress shop, in order to give Irene a job there as a model. She is very succesful and Bob also becomes attracted to her. Smith (Roland Young), the manager assigns Irene and other models to display gowns at Mrs. Vincent s charity ball, but Irene ruins the gown she was to wear, and appears instead in a quaint blue dress that had belonged to her mother...and it is a big hit. A guest, Princess Minetti (Ethel Griffies), places her as the niece of Ireland s Lady O Dare, and Irene does not deny the relationship. Smith decides to set her up in a Park Avenue suite as the niece of Lady O Dare, so that she can attend socially important gatherings wearing and displaying, of course, Madame Lucy gowns. A jealous model tells the truth to a newspaper columnist who writes an expose, which somewhat strains the relationship between Irene and Don, who had been away, was unaware of the scheme and is the real owner behind the "Madame Lucy" front.