Motivated by the abundance of fractals in the natural world, this paper further develops continuum-type models for product-like fractals. The theory is based on a version of the non-integer dimensional space approach, in which global balance laws written for fractal media are expressed in terms of conventional (integer-order) integrals. Key relations of calculus for finite strain kinematics of fractal media are obtained, especially clarifying the fractal Jacobian and the fractal Reynolds transport theorem. The local forms are then written in terms of partial differential equations with derivatives of integer order. Hence, fractal versions of local continuity, linear and angular momenta and energy balance are derived. The angular momentum balance implies that the approximating continuum is micropolar rather than classical. Accordingly, the Cauchy postulate, lemma and theorem for Cauchy force-stress and couple-stress are re-formulated. The corresponding partial differential equations for finite as well as infinitesimal elasticity are given explicitly in both the displacement and stress formulations. The invariance of the stress field in planar fractal elastic media is shown to hold just like the one in planar micropolar elasticity.