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George Curson is the owner of the fashionable House of Curson on New York's Fifth Avenue. When Mrs. Van Klettering insists that her debutante daughter Wendy marry wealthy Henry Morgan because of the poor financial status of the family, Wendy requests that George not have her wedding dress delivered on time so that she can get out of the wedding. George refuses, and Wendy's subsequent absence at the wedding results in headlines which humiliate Morgan. He then brings a court injunction to prevent Wendy from modeling for the Curson fashion show because, he contends, that would embarrass him in public. Taking the court action as a dare, Wendy, with George as her escort, parades through the show wearing a selection of new fashions, but says that she is only a spectator. In retaliation, Morgan backs George's competitor, Prince Muratov, who tries to ruin the House of Curson by obtaining the Curson client list and buying the new Paris fashions first. George gives in to his wife Mary's wish that he back a show, Brockton's Vogues of 1938 , to give her a chance to perform again, but the show flops in Boston, and George returns to New York alone and in debt. After George refuses to sell his building to Morgan, Wendy proposes to Morgan to save George financially, but Morgan now refuses. George is able to ruin Muratov by copying his creations and having Wendy wear them wherever Muratov's clients go, so that the women will think their clothes are not originals. George still cannot get financing to save his business, so using the costumes, props and lights from Brockton's show, he puts on a fall extravaganza that makes his creditors anxious to loan him money again. Although Morgan tries to close the show, Muratov, who, to pay his debt of honor to George, works as the doorman, locks Morgan in an elevator. At the close of the show, George learns that Mary, to whom he has been faithful despite Wendy's flirtations, has divorced him in Reno to pursue an acting career. He now proposes to Wendy and she accepts.