Lygon St rises as a fashion destination 

Lygon St rises as a fashion destination 
Kaylah Joelle Baker

Vacant shopfronts on Lygon St have been taken up by many fashion brands which are now making the street the destination to go to for fashion. 

One of the more successful businesses seen to be planting permanent roots into the Carlton area is ELK Womenswear. 

Specialising in Australian ethically designed clothing, the brand was established in Melbourne in 2004 by married couple, Marnie Goding and Adam Koniaras, and prides itself on being sustainable and transparent. 

As a brand that sets itself apart, ELK Womenswear remains a positive and successful example of the potential of the Shopfront Activation Program, which is confirmed to extend into early 2023.


“We’ve seen some incredible success stories thanks to the Shopfront Activation Program, and watching businesses blossom with several tenants extending their leases, and others becoming permanent City of Melbourne fixtures,” the council’s Business and Global Opportunities portfolio lead Cr Kevin Louey said.


“We’re proud to be continuing our support of emerging and established Melbourne businesses and creatives.”  

Up to three womenswear labels have come to Carlton as part of the program, and reside alongside a number of menswear labels, as well the controversial and infamous Karen’s Diner which is set to remain in place until February.

The $2.6-million Shopfront Activation Program has seen 40 established and aspiring businesses and creatives find new homes, and reach, in and around the city.

“The city is abuzz with the best of Melbourne’s entrepreneurs, artists and makers, who have been bringing their uniquely Melbourne offerings to empty shopfronts across the city,” Lord Mayor Sally Capp said.

“We’re proud to keep this program going and ramping up our efforts to revitalise more silent spaces – supporting local jobs and boosting footfall and visitation.”  

The Shopfront Activation Program is part of the City of Melbourne and Victorian Government’s $100 million Melbourne City Recovery Fund, and has been delivered in partnership with property acquisition and leasing specialists Renew Australia, The Place Agency and Ginnane & Associates. •

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