Who likes saving money? I do, I do! We all do, right? When it comes to shopping, everyone loves a deal--especially in these cash-strapped times.

But it's not just the shoppers who're pinching pennies: shop-owners are suffering, too. So why not bring the two together, event-planner Gillian Downes thought.

And so Frugal Fashion Week came into being. The four-day-long event kicked off on Thursday with a party at local high-end shoe and accessory haunt Chasse Gardee.

Downes was one of the casualties of the economy, having shut down her beauty boutique recently. "As a retailer, I know how hard it's been. I got burned out trying to figure out how to get people in the store," she said.

After seeing the city's stores going on sale en masse and the rise in store parties to lure in customers, Downes wanted to throw a fashion event that emphasized spending, rather than just fashion. "The point is to shop!" Downes laughed.

This way, shoppers get discounts on regularly priced merchandise and stores can meet new customers. So far, the weekend has featured a Vintage 69 fashion show at The Social, and a brunch/shopping party at The Drake.

Frugal Fashion Week's West Queen West Shop Crawl continues today, Sunday, as stores like 69 Vintage, Thieves, Chasse Gardee, Fawn, Preloved, and Charlie offer discounts (look for the "F" in participating stores' windows).

Photos by Julie Heffernan.