Tito Lombardi a Fifth Avenue dress designer, causes his business to suffer by his generous dispensation of credit to clients, one of whom, Max Strohm, the manager of a musical review, has promised payment for his girls' lavish costumes as soon as the show makes money. To the dismay of Norah Blake, Lombardi's faithful assistant, who loves him, Lombardi proposes to Phyllis Manning, one of the showgirls, and presents her with his finest creations, while not even attempting to kiss her, as she puts off setting a wedding date and also accepts the attentions of wealthy bachelor Bob Tarrant. After Strohm's show fails and Phyllis leaves with Tarrant for California, Lombardi's establishment nears bankruptcy. Daisy, one of Lombardi's models, accepts the proposal from Lombardi's friend, Rickey, a chauffeur. When she discovers he is the son of "Riccardo the vermicelli king" and quite rich, she convinces Rickey to help Lombardi. Under Norah's direction, the business is revitalized.