Jo Dol-seok tailored clothes for three generations of kings before finally becoming the head of the Sanguiwon. He was born a commoner, and looks forward to upgrading his social status after serving the royal family for thirty years. A stickler for principle, Dol-seok denies the queen's request when she asks him to replace the king's robe that was accidentally burnt by a gungnyeo (female attendant). He insists that to do so would be against court customs. Anxious to cover her mistake, the queen looks for a designer elsewhere. She is introduced to Lee Gong-jin, a young designer whose good looks and expertise at making unconventional hanbok have charmed every woman in the capital. Gong-jin falls in love with the queen at first sight, and he uses his extraordinary gift as a tailor to save her from blame. He subsequently becomes a tailor at Sanguiwon and begins a prosperous career.

Soon Dol-seok – who upholds rules and customs with the utmost reverence – becomes jealous of the rebellious new designer's talent. His jealousy and relentless pursuit of beauty ends up causing an unprecedented scandal that shocks the entire kingdom of Joseon.