ESCONDIDO -- Those whose images of Escondido lean more toward farmers markets than high fashion are about to get a surprise. The city is going jet-set for a week as a way to promote the visibility, image and even the economy of Escondido.

In the end, though, it's about having a good time as much as impressing with high style and high heels.

The city's first-ever Fashion Week kicks off Monday, an event intended to show off Escondido's art, fashion and local designers. Sponsored by the Downtown Business Association, Fashion Week will spotlight Escondido in an unprecedented way. As the event coincides with its Restaurant Week, the city enjoys ample opportunity to impress.

"The event started out small and has taken on a life of its own," said Debra Rosen, executive director of the association. "Many of our events are close to sold out, and we've had numerous inquiries from outside the area. We expect to showcase the best Escondido has to offer to people from all over the state."

The big star of the first Fashion Week is Escondido native Ricky Lizalde, who was a contestant last season on Bravo network's "Project Runway" fashion reality show. Lizalde will show his latest collection of couture fashions and upscale lingerie, which is now being sold in Nordstrom and Neiman-Marcus department stores.

Fashion Week events take place at the former H. Johnson Furniture building at 131 S. Broadway, kicking off Monday night with a launch party, including wine tasting and music. That's followed during the week by runway shows, charity events, spa displays, home and art fashion trends and even an environmentally themed art show featuring eco-friendly materials. Good food and beverage will be featured throughout, and local designers and other merchants will be showing off their talents and wares.

Rosen credits primary sponsor Mercedes-Benz of Escondido as one of the vital forces behind Fashion Week, along with the many other sponsors. More than 70 local volunteers will help run the event.

For details or to buy tickets, visit www.fashionweekdowntown.com.

Fashion Week

Monday-Saturday

131 S. Broadway, Escondido

Free to $45

(760) 745-8877

Schedule:

- Monday, May 5 - 6 p.m. to 8 p.m.

Fashion Week & Restaurant Week launch party: Enjoy wine tasting from Escondido's Orfila Vineyards and Winery and appetizers from downtown restaurants while watching a preview of the week's fashion events. Live music. Tickets $20.

- Tuesday, May 6 - noon to 2 p.m.

Give-back-to-fashion charity event: An exclusive runway show featuring the latest lingerie collection by Escondido native Ricky Lizalde, who is a former "Project Runway" contender. Proceeds from the event, which includes tea, benefit North County Serenity House, a substance abuse recovery center for women. Tickets $25, or $15 with professional career wear donation.

- Wednesday, May 7 - 5 p.m. to 9 p.m.

Spa Day: "Beauty for the Mind, Body and Spirit": A free evening of spa visits, pampering and champagne as downtown's day spas showcase their individual services. Participants include Belissima Day Spa, Oasis Day Spa, Siddhartha, Studio 158, Taglio and The Loft.

- Thursday, May 8 - 7 p.m. to 9 p.m.

Home and art fashion trends: The latest home decor and art trends will be featured in an active, live fashion show where models wear the same fabrics used in the furniture. Tickets $20.

- Friday, May 9 - 7 p.m. to 9 p.m.

Fashion Show featuring recycled materials: Multimedia artists will present clothing created with recycled and other environmentally friendly material. Also features local salons, art galleries and fashion artists. Appetizers and desserts will be prepared by downtown restaurants. Tickets $20.

- Saturday, May 10 - 8 p.m. to 10 p.m.

Grand Finale: A runway show presented by designers Ricky Lizalde, Susanti and Miriam Splane. Appetizers, champagne and wine will be served. Tickets $45.