I first met Gillian Downes at a fashion event hosted by Haute Classics last summer. The night was filled with discounted shopping, cupcakes (!!) and a great runway show. The event was a part of Frugal Fashion Week (FFW), an idea conceived and brought to life by Downes almost five years ago to contend with the slipping economy.

FFW is a smattering of fashion-centric events that take place in a host of Toronto areas. Using the term ‘frugalistas’ to describe style lovers who love a good deal, Downes appeals to small retailers and designers buy planning and executing fun events that encompass recognition of a local store, music, food, and, of course, shopping. As the years go by, bigger stores and more recognizable names have joined with Downes to bring awareness to local businesses.

“[FFW] is just to remind people that there are great retailers that can be found locally in your own neighbourhoods,” says Downes. “By shopping at these stores you’re helping them as well as helping to circulate the Canadian economy.” 

Now referred to in the same circles as Toronto Fashion Week and Fashion Art Toronto, Frugal Fashion Week had a rough start. After witnessing large-scale sales that stores were forced to have in order to move inventory, Downes was looking to come up with a way to help attract shoppers to their doors. After starting FFW, she had hoped to kick off with Queen Street West. Except she was met with a brick wall when she met with the Queen West Business Improvement Area (BIA) to attempt a joint strategy.

“They basically said ‘There is no problem’ and turned me away,” says Downes. “But if it’s December 20th and most of your stock is 80 per cent off, then I’d say there’s a problem. They weren’t willing to participate in any way; I wasn’t asking for money, just support. I moved ahead without them and a year later they copied one of our ideas almost to a tee. After that we’d never want to work with them anyway.”

Downes hopes that, with yearlong fundraising, events can be attended for free– but right now tickets are on sale for each event at very cheap costs. Proceeds raised from FFW go towards her other brainchild, The Stiletto Project, a social enterprise that partners with multiple women’s organizations that support at-risk women and young girls. On the list of activities The Stiletto Project is aiming to organize is something called “1000 Acts of Frugal” in which they ask stylish ladies to donate gently-used, on-trend garments to Goodwill so that less fortunate women can be provided clothing that “will lift their spirits and make them feel like a new person.”

This year, because of a relaunch slated for early spring, a few events have been pushed back. Two that are definitely going forward are “Made in Canada,” a ROOTS-hosted launch party on July 26, and Le Pop!, a shopping and brunch event that will bring together frugalistas and designers who will enjoy the best shopping that Rosedale/Summerhill has to offer while sipping mimosas. Le Pop! will take place at Nyood Restaurant on July 28 and include names like Killigrew, Homegrown Boutique, and Leilanni. And stay tuned for more info about the DIY Shop Crawl, a shopping trip that extends miles and sees numerous stores give FFW shoppers amazing deals.

After choosing a specific store to involve in FFW (usually by word of mouth from one of her 10 team members), Downes will collaborate with a store to see what kind of event best suits their needs. Last year I attended a consignment-based fashion show, a donation-centric shopping and hair styling party, and a truly one-of-a-kind fairy tale-inspired fashion show where we followed the models as they sashayed down Queen West.

“It’s just really about getting people in the stores and having fun,” Downes said. “Ultimately we want them to sell their products so they can make money to continue their business. Toronto is all about eclectic stores that you wouldn’t find anywhere else. Who wants to lose that?” 

____

Bianca Teixeira writes about style for Toronto Standard. Follow her on Twitter at @BeeLauraTee.

For more, follow us on Twitter @TorontoStandard and subscribe to our newsletter.