Rafael is a women's clothing clerk at a large Madrid department store, Yeyo's. His department is filled with beautiful, comely young women whom Rafael routinely seduces. When Rafael vies for a management position with Don Antonio, a men's clothing clerk whom Rafael despises, a fluke causes Don Antonio to win the promotion. He fires Rafael and a fight ensues in which Rafael accidentally kills Don Antonio. Lourdes, an ugly and unassuming clerk at the store, witnesses the outcome of the fight, helps Rafael incinerate the body, and provides an alibi for the police. Rafael wins his coveted promotion, but at a terrible cost: Lourdes blackmails Rafael into an unwanted relationship. He is forced to fire his many former lovers, to marry Lourdes (she proposes on a live reality TV show) and to support clown-like women's clothing of her design. Rafael becomes so depressed he begins to hallucinate, seeing the ghost of Don Antonio who suggests Rafael should kill Lourdes. As the police are also pressing him again, he causes a fire in the department store and fakes his death, in front of his wife and a police officer. Five years later, he (with a false identity) has a small business selling ties and socks, but Lourdes' clown-like clothes are a success and she becomes a millionaire.