The Marta Dress — Epitome of Elegance
Where elegance meets performance.
In 2023, a simple idea—what if we designed Marta Kostyuk’s wedding dress?—sparked a creative journey that beautifully blended personal storytelling with performance innovation. In collaboration with Wilson, Marta’s custom wedding gown was brought to life: a piece that reflected her identity, her femininity, and her strength as an elite athlete.
That intimate design process became the inspiration for something more—The Marta Dress, a performance tennis kit that draws direct cues from her wedding dress. Designed to be light, graceful, and confidently feminine, the dress mirrors the way Marta moves through life—on and off the court.
“It’s the same as the wedding dress. It’s about being light, comfortable, feminine, beautiful… because it’s the way I live my life on and off the court.”
— Marta Kostyuk
The campaign captured this powerful intersection of sport and style through a refined visual language. Shot in soft, natural light with an editorial tone, as well as on court in play, the imagery highlighted Marta’s elegance and athleticism in equal measure—presenting The Marta Dress as both a high-performance kit and a fashion-forward expression of personal identity.
To bring the campaign experience into the physical world, we extended the brand story across key touchpoints, including branded tissue wrap, stickers, and custom window displays in retail locations, and an elevated PR kit designed to mirror the thoughtful details of the dress itself. From the unboxing moment to the in-store presence, every element was designed to reflect the essence of effortless, personal elegance.
This campaign was more than a product launch—it was a celebration of individuality, emotion, and modern femininity. Through product, storytelling, design, and physical experience, The Marta Dress redefined how athlete partnerships can inspire culture-forward brand moments.
Read the article in Vogue
Read the article in InStyle
