Fashion has long sold women a frustrating contradiction. The industry offers aspiration freely but makes attainment nearly impossible for most bodies.
Justina McKee watched this dynamic play out for years before deciding to change it. In 2017, she founded Matte Collection in Atlanta to create fashion that meets women where they are.
The Problem: Clothes That Look Good Everywhere Except Real Bodies
McKee identified a pattern familiar to countless women shoppers. Clothes look incredible on hangers and in professionally modeled online photos.
Then you try them on at home, and reality crashes in. The proportions are off, the sizing ignores entire categories of women entirely.
The aesthetic communicates quietly but clearly who the industry was actually designing for. That person wasn’t most women shopping for clothing.
Creating Pieces Women Don’t Have to Adjust Themselves to Fit
McKee articulated her mission with clarity from the beginning. “So much of fashion felt aspirational but not attainable,” she says.
“I wanted to create pieces that women didn’t have to adjust themselves to fit into—the clothing would meet them where they are,” she explained. This philosophy became Matte Collection’s foundation.
Eight years later, the brand has grown into a globally recognized label. It boasts over one million followers and international reach across multiple markets.
Celebrity Supporters Include Lori Harvey and Angela Simmons
Matte Collection counts influential women among its supporters and customers. Lori Harvey, Angela Simmons, and Tabria Majors have all worn the brand publicly.
These high-profile endorsements validate McKee’s vision and design execution. However, celebrity attention wasn’t the initial goal or growth strategy.
The “for women, by women” ethos McKee launched with hasn’t changed over time. The problem she set out to solve remains just as urgent today.
Addressing the Reality That 67% of Women Wear Size 14 or Above
McKee built her brand on addressing statistical reality rather than fashion fantasy. Approximately 67 percent of American women wear a size 14 or above.
For decades, the fashion industry designed around everyone else. This massive market segment was consistently underserved or ignored completely.
For McKee, fixing this problem went beyond simply expanding size ranges. It required rethinking how a woman feels when she puts something on.
Luxury That Lives in Everyday Life
McKee describes her design philosophy succinctly and powerfully. She’s building fashion that “feels luxurious but lives in your everyday life.”
“A woman shouldn’t have to spend excessively to feel elevated,” she states clearly. Luxury shouldn’t require financial strain or special occasion justification.
“She should receive premium fabric, thoughtful construction, and longevity—pieces that stay in her wardrobe season after season,” McKee continues. Quality and accessibility can coexist when designers prioritize both intentionally.
Atlanta’s Self-Determination Culture Shaped the Brand
Atlanta’s influence on Matte Collection runs deeper than geographic location. The city’s culture of self-determination got into the brand early.
“People create their own lanes here instead of waiting for permission,” McKee observes. That energy pushed her to trust her instincts from the beginning.
It also encouraged her to scale faster than originally imagined. Atlanta women dressed confidently and unapologetically, which shaped Matte Collection’s aesthetic direction significantly.
Balancing Elevated Minimalism With Bold Femininity
The brand’s visual identity reflects its Atlanta roots directly. McKee describes it as “a balance of elevated minimalism with bold femininity.”
This aesthetic avoids both extremes—overly safe basics and impractically dramatic pieces. The balance creates versatility that works across multiple contexts.
Women can dress up or down without fundamentally changing their personal style. The clothing adapts to the wearer rather than demanding the opposite.
Building Community by Talking To Customers, Not At Them
McKee made deliberate choices about customer relationships from day one. She decided to talk to her customer rather than at her consistently.
The brand shows real bodies in marketing rather than exclusively using professional models. They have honest conversations about fit and construction publicly.
Women feel like they’re part of the brand rather than just recipients of it. “Our audience became collaborators, not just consumers,” McKee explains.
Customer Feedback Influences Sizing and Fabric Decisions
Community input directly shapes product development at Matte Collection. “Feedback influenced sizing decisions, fabric development, and entire collections,” McKee shares.
This collaborative approach builds loyalty while improving product-market fit. Customers see their suggestions implemented in subsequent releases.
“The brand didn’t grow because we chased trends; it grew because women felt seen,” she notes. Visibility and inclusion drive sustainable growth more effectively than viral moments.
Scaling Globally Without Losing Brand Identity
Going global forced McKee to confront a universal founder challenge. How do you scale without losing what made the brand worth following initially?
“Letting go of control but not vision,” is how she describes the necessary shift. In the early days, she was involved in everything personally.
Growth meant building a team that could execute the brand’s identity without her presence in every room. “The learning curve was shifting from doing everything to creating systems that protect quality and consistency across markets,” she explains.
Growth Means Maintaining Identity While Reaching More People
McKee has developed clarity about what sustainable growth actually requires. “Growth isn’t just selling more—it’s maintaining identity while reaching more people,” she states.
This understanding prevents the dilution that often accompanies rapid expansion. Systems and processes protect brand integrity across markets and time zones.
The founder’s role evolves from hands-on execution to strategic oversight. However, the core vision must remain consistent throughout this transition.
Celebrity Placement Through Alignment, Not Pursuit
Matte Collection’s approach to celebrity endorsement differs from typical brand strategies. “We don’t chase celebrity—we respond to alignment,” McKee says clearly.
When someone wears Matte Collection because it naturally fits their lifestyle and aesthetic, that resonates authentically. Forced partnerships feel inauthentic to audiences immediately.
“The goal is never placement; it’s connection. If she would wear it without us asking, then it belongs on her,” McKee explains. Organic adoption beats paid promotion consistently.
Future Plans Include Physical Retail and Global Expansion
McKee isn’t slowing down despite eight years of sustained growth. More product categories are planned for upcoming seasons.
Physical retail experiences will bring the brand into three-dimensional customer interactions. A deeper global footprint will expand accessibility across continents.
However, expansion serves mission rather than ego. Every growth decision gets evaluated against founding principles and customer needs.
The Legacy: Women Feeling Considered, Not Overlooked
When McKee talks about legacy, she skips past market share and revenue figures. Those metrics matter for business sustainability but don’t define success ultimately.
“I want Matte Collection to represent possibility: a brand built independently, scaled thoughtfully, and centered around women feeling confident in their everyday lives,” she states.
“If the impact is that women feel considered—not overlooked—then we’ve done what we set out to do,” McKee concludes. That measure of success transcends fashion entirely. It’s about dignity, visibility, and the radical act of designing for women as they actually exist.