This paper is devoted to the mechanics of fractal materials. A continuum framework accounting for the topological and metric properties of fractal domains in heterogeneous media is developed. The kinematics of deformations is elucidated and the symmetry of the Cauchy stress tensor is established. The mapping of mechanical problems for fractal materials into the corresponding problems for the fractal continuum is discussed. Stress and strain distributions in elastic fractal bars are analyzed. Some features of acoustic wave propagation and localization in scale-invariant media are briefly discussed. The effect of fractal correlations in the material microstructure on the crack mechanics is revealed. It is shown that the fractal nature of heterogeneity can either delay or assist the crack initiation and propagation, depending on the interplay between metric and topological properties of the fractal domain.