Soft Surroundings President Tara Ellef Receives FGI Fashion Visionaries Award
Last week, members and fashion influencers connected to the St. Louis chapter of Fashion Group International (FGI) gathered for the Fashion Visionaries Luncheon that took place at Washington University.
The series provides attendees with an inside look at local companies — including Soft Surroundings, Caleres, Kellwood and more — while recognizing its leaders for their efforts to assist in the growth of the St. Louis-area fashion community. Keynote speaker Tara Ellef, president of St. Louis-based Soft Surroundings, was the recipient of the 2016 Fashion Visionary Award for her commitment to the future of fashion.
Ellef spoke about the brand’s mission to help its busy customers “Live Soft” by taking time out for themselves guilt free, inspiring women to be better friends, parents, spouses, and employees, and live happier, more fulfilled lives. FGI members and guests had the opportunity to hear about the process –from inspiration to design—of Soft Surroundings’ in-house design team and how the brand stays true to its demographic while remaining flexible with changes in the marketplace and the changes in what their customers are looking for each year.
FGI is a global, non-profit, professional organization whose mission is to be the preeminent authority on the business of fashion and design and to help its members become more effective in their careers. To become a member, visit the FGI St. Louis website.