Elkha, along with being Grosz Co. Lab Director Laura Camilleri's fashion label, was also the first 'Co. Lab' between Ben and Laura that sparked the beginnings of Grosz Co. Lab.
Having control of all branding and art direction for Elkha from the beginning has meant that the integrity of the brand has been maintained whilst also allowing it to evolve effectively as the label has grown over a number of years and incorporated new elements such as a Made to Measure and Menswear line.
Having such a close relationship to the garments has meant that Laura's art direction of the Elkha photography is always strongly informed by concepts and imagery that make up her inspiration for each range.
Spring/Summer 2007/08
Autumn/Winter 2006When first starting the label Laura was determined that the Elkha brand needed to be something which represented the tactility of the garments along with her family background in European design and tailoring. She knew the person to help bring this to fruition was Ben Grosz. It took many long conversations and sketching sessions over many strong coffees (and a few glasses of wine) to develop the logo and refine the use of the embossing element, but once the finished product was in hand it felt well worth the careful consideration.
The impact of the logo and the embossed business card was only truly realised when suddenly multiple emails a day from across the globe came flooding through requesting Elkha business cards for collections and details of the design and print process, along with more information about the label in general. It was then discovered that this was all sparked by an image of the business card that had found its way online and that we still have no idea who shot and how it got out there (please feel free to drop us a line if you happen to be said mystery person....).
To this day, years after the first print run, requests regarding the card are still made daily. A big statement for the worth of investing in high quality, memorable print!
The mystery image...For more Elkha related images from past seasons etc. feel free to check out www.groszcolab.com.au/elkha or visit www.elkha.com.au
* Photography for the 10/11 Winter range pictured above was shot by Emma Clohesy and the beautiful deer mask was created by Carrie Rouillard at Sans Souci Studios in the U.S
