# Fashionable Frugality Designer cutbacks fueled by the credit crunch. By [Bianca](https://www.trendhunter.com/bianca), Brand & Innovation Strategist | Published Mar 23, 2009, updated Oct 28, 2009 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/fashionable-frugality-designer-cut-backs-fueled-by-the-credit-crunch ## Key Figures - Trend score: 2.8/10 - Evidence articles: 4 ## What is the Fashionable Frugality trend? **Fashionable Frugality:** Betsey Johnson canceled her show and instead featured her collection in her NYC showroom. Tom Ford stepped in as his own photographer to cut costs. Vivienne Westwood shared her fashionable DIY credit crunch tips, and NY Fashion Week’s official coffee sponsor was the cheap McDonald’s McCafe. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 4 to Mar 8, 2009 - Published: Mar 23, 2009 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Themes within the Fashionable Frugality trend ### Fashion Designers as Photographers Fashion designers are picking up the camera and becoming the stars behind the lens, opening the door for further collaborations with photographers in the fashion industry. ### Credit Crunch Coffee Couture The use of cheaper event sponsors or alternatives drives innovative collaborations, such as adding food options to traditional coffee franchises to increase sales revenue and target health-conscious consumers. ### Off-Runway Fashion Shows Small, unconventional fashion shows and unique showcases provide an opportunity for brands to wave creative directions, connect with smaller audiences and boost brand loyalty and interaction. ## What the Fashionable Frugality trend means for industry ### For Fashion and Photography As fashion designers take on photography and social media platforms enhance the photography consumer experience, it creates opportunities in the fashion and photography industries. ### For Food and Beverage Alternative sponsors, cheaper products or menu mix-ins from established brands open doors for creative collaborations to drive innovation and increase revenue and target new audiences. ### For Small Fashion Retailers Off-runway fashion shows provide opportunities for smaller brands to distinguish themselves from big brands and showcase their collection. With creative direction, unique shows can attract attention from the public and media to boost sales or create market disruption. ## Trend signals for Fashionable Frugality Trend score 2.8 out of 10, from popularity 32%, activity 43%, freshness 8%. - Popularity: 32% - Activity: 43% - Freshness: 8% ## Examples of the Fashionable Frugality trend 4 featured examples from Feb 4 to Mar 8, 2009. - [Fashion Designers as Photographers](https://www.trendhunter.com/trends/tom-ford-spring-summer-2009-ad-campaign): Tom Ford Shoots New SS ‘09 Campaign Himself (Category: Fashion) Implication: The fashion industry is witnessing increased experimentation as designers take on the role of photographers, potentially redefining the way fashion advertising is executed. - [Off-Runway Fashion Shows](https://www.trendhunter.com/trends/betsey-johnson-fall-2009-betsey-crockers-recipes-for-dressing): Betsey Johnson Stirs Up 'Betsey Crocker's Recipes for Dressing' (Category: Fashion) Implication: Fashion industry can explore innovative ways to showcase collections and engage with consumers, moving beyond traditional runway shows. - [Credit Crunch Coffee Couture](https://www.trendhunter.com/trends/new-york-fashion-week-mcdonalds-coffee): New York Fashion Week Serves McD's Coffee, Parties are BYOB (Category: Marketing) Implication: The current recession's impact on fashion events presents an opportunity for event planning companies and fashion brands to adapt to budget constraints and offer more affordable e… - [Designer Budget Tips](https://www.trendhunter.com/trends/vivienne-westwoods-tips-on-penny-pinching-style): Vivienne Westwood's Tips on Penny-Pinching Style (Category: Fashion) Implication: Retailers can cater to the growing demand for budget-friendly fashion by offering back-to-front fashion and upcycled clothing options to their customers. ## Recent trend clusters - [Crown Care](https://www.trendhunter.com/protrends/scalp-care-routine) (Fashion) - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) ## Trending in Fashion - [Lifestyle Subscription Advent Calendars](https://www.trendhunter.com/trends/fab-fit-fun-advent-calendar) - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) All articles: [Fashion](https://www.trendhunter.com/fashion)