Great fashion has to start somewhere. And for aspiring designer Kang Young Gul, that somewhere is in a humble stall at the Dongdaemun Market, a crowded fashion district in Seoul known for its cheap clothing and wannabe designers. Young Gul is a little timid about pursuing his dreams to become a famous designer, until he meets Lee Ga Young, a confident young woman who shares his aspirations. Anna Choi, a brassy woman who will let nothing stand in the way of what she wants, and privileged hunk Jung Jae Hyuk create a double love triangle.