Move over, New York Fashion Week: The second annual Boston Curvy Fashion Week kicks off July 24, and it caters to the full-figured of all shapes, sizes, and budgets.

The weeklong event is the brainchild of Boston native Sandra Augustin, an event planner who noticed a lack of local boutiques for curvier ladies.

“There are fashion shows that cater to us elsewhere. In New York City, they have Full-Figured Fashion Week, and women from all over go to it,’’ she said. “I was talking to a friend and we knew: We need something like this here! It’s a fun time and a way to showcase fashion that’s limited in the New England area, and hopefully we can get more retailers and designers to consider stores here.’’

The festivities begin with a party at Fashion to Figure at Braintree’s South Shore Plaza on July 24 at 2 p.m. Michael Kaplan, great-grandchild of Lane Bryant fashion maven Lena Bryant, cofounded the chain of plus-size shops. There’s a runway, a DJ, previews of their fall collection, and deep clothing discounts. Most of all, though, it’s about community and pride, said Kaplan.

“We’ve moved the needle, but we haven’t moved it far enough — there’s a movement toward a more positive self-image. People aren’t accepting that they’re in a special category. They think, ‘Why shouldn’t I have stores that cater to me?’ We’re not for people who want to hide. This is a fashion boutique experience,’’ he said.

Other upcoming events include a fashion show and styling demo at Talbots, with a portion of proceeds benefiting Rosie’s Place women’s shelter. There are also several soirees at the Boston Common Hotel & Conference Center, including an “Emancipate Your Curves’’ runway show; an expo with vendors, workshops, and fashion industry panelists; and a dance party with swag bags and selfie stations.

Augustin hopes this will put Boston on the fashion map in a new way.

“There are lovely places to shop, but they’re outside of Boston, like Lane Bryant and Torrid. We’re hoping to change that,’’ she said.

Kara Baskin can be reached at kcbaskin@gmail.com. Follow her on Twitter @kcbaskin.