The world of fashion looked a little different when Marnie Goding founded the now-beloved Australian clothing label, ELK.
There were no big-name labels asking manufacturers about sustainable practices, and if they did, they faced a cold shoulder and warnings of bad business.
Over two decades since its establishment, ELK has become the face of creative, conscious fashion, releasing only two collections per year. In the world of fast fashion, prioritising sales over quality, ELK’s loyalty is something that is clearly admired by Australian shoppers.
Her passion for the business, its shoppers and the environment is obvious even over a phone call. The Australian Women’s Weekly sat down with Marnie ahead of Melbourne Fashion Week, taking place from October 19 to October 25, where ELK will launch its Summer 2026 collection, Elsewhere.
“The campaign has been built on this philosophy of your wardrobe taking you to places that make you happy, calm or bring you joy,” Marnie shares. “The collection is quite diverse, quite the evolution from warmer fabrics and longer sleeves through to bright palettes and lighter fabrics.”
The new collection is a brilliant display of maroons, cobalt blue, and emerald in breathable fabrics as Australia enters its hotter months.
A woman who shops from ELK could be anyone: an accessory fanatic, a fashion experimentalist, or a collector of long-lasting clothing. “We’re a head-to-toe brand. We’ve got very loyal customers – she comes back season after season.”
With the constant cycles of trends reshaping fashion every week, ELK is one of the rare brands sticking to its own identity.
This strong code of ethics began when Marnie and her co-founder husband, Adam Koniaras, worked “for people who were less than ideal to work for.”
Marnie, with her marketing background, and Adam, a jewellery business owner, “came together out of necessity.”
“We started as a jewellery and accessories brand, and then slowly grew into a fully fledged fashion brand. It’s really important for us, as a family-owned business, to maintain viability, be financially independent and have a solid business so that we can continue to grow,” she shares.
“There’s so much opportunity for Australian brands to thrive, not just in the domestic market but also in the international market.”
Melbourne Fashion Week is a key event for local designers and labels. ELK will showcase its collection alongside international brands like Zara, Uniqlo or H&M and Australian fashion houses like Clothing the Gaps, Atoir, Eliya the Label, Bianca Spender and Ngali.
“Looking at the lineup of designers, we’re really proud to be among such an impressive list. These events go a long way to supporting Australian businesses and promoting on-shore creativity,” Marnie admires. “It feels like a small Australian fashion family.”
