A Casually Luxurious Melbourne-Based Label Has Just Landed On James Street

A Casually Luxurious Melbourne-Based Label Has Just Landed On James Street

‘Ello to Elka

By Dinushka Gunasekara | 26th November 2019

Focusing on developing collections that are both versatile and casually luxurious, the small team of women and working mums behind Elka Collective are committed to servicing Australian women who have a need for easy-wearing pieces that transcend the season and adapt to their lifestyles. And what better location than Brisbane to bring the natural fabrications, quality and longevity at the heart of the label? The answer was a no-brainer.

 

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Elka Collective was born from a gap in the market for accessible and everyday garments that don’t focus heavily on trends of the time. The ageless collection is for the woman who embraces quality and versatility in equal measure and seeks pieces that are made well and work well in every aspect of her life. “She’s consistent and considered in her style choices,” says Elka Collective marketing manager, Sarah. “She dresses with confidence and conviction.” Linen is key to the Elka look and makes up their core Luxury Linen Essentials collections. It’s also perfect for being comfortable and chic in the Brisbane climate, so it’s only fitting they join the luxurious line-up at James Street. “With such a calibre of fellow Australian retailers we couldn’t pass up the opportunity to break into the territory when the opportunity arose,” Sarah says. “We’re really excited to be a part of the James Street community; there really isn’t anything like this precinct in Australia.”

 

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The striking boutique has been commanding attention from passers-by with its earthy and imperfect sandstone, smooth marble, rich timbers and reclaimed terracotta tiles. In collaboration with interior architect Chris Aplin and creative director Courtney Price, the space reflects Elka’s love of the natural environment and is the perfect backdrop for their collection. Proudly committed to their roots in Australian design, they also feature contemporary pieces by up and coming talent in store to create stunning boutiques that are an extension of the refined label.

 

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Article by Dinushka Gunasekara

Notorious for turning a random encounter into a three-hour conversation and running across streets to pat a dog, Dinu is a curious girl who loves a good story. Her extensive knowledge of Donald Glover is yet to come to good use and she would do basically anything for a hash brown. Catch her bombarding her friends with articles she thinks they should read or spending way too much time creating the perfect playlist.