The fashion industry has long been criticized for promoting unattainable ideals, often excluding a significant portion of the population. But a growing movement is challenging that status quo, prioritizing inclusivity and realistic representation. Justina McKee recognized this gap and, in 2017, launched Matte Collection in Atlanta, a brand built on the principle that fashion should be accessible and empowering for all women.
McKee’s vision stemmed from a frustration with the industry’s tendency to create clothing that felt designed for an idealized body type, leaving many women struggling to find pieces that truly fit and flattered their figures. “So much of fashion felt aspirational but not attainable,” McKee explained. Matte Collection quickly gained traction, becoming a globally recognized label with over one million followers and a growing roster of supporters, including Lori Harvey, Angela Simmons, and Tabria Majors.
From Aspiration to Attainability: The Matte Collection Philosophy
McKee describes Matte Collection as fashion that “feels luxurious but lives in your everyday life.” This approach addresses a significant market need: approximately 67 percent of American women wear a size 14 or above, yet for decades, the industry has largely catered to smaller sizes. However, for McKee, inclusivity goes beyond simply expanding size ranges; it’s about how a woman feels when she wears the clothing. “A woman shouldn’t have to spend excessively to experience elevated,” she says. “She should receive premium fabric, thoughtful construction, and longevity, pieces that stay in her wardrobe season after season.”
Atlanta’s Influence and a Community-Driven Approach
The brand’s origins in Atlanta played a crucial role in its development. McKee credits the city’s culture of self-determination and entrepreneurial spirit for fostering her confidence and encouraging rapid scaling. “People create their own lanes here instead of waiting for permission,” she noted. The women of Atlanta likewise shaped the brand’s aesthetic, inspiring a “balance of elevated minimalism with bold femininity.”
Central to Matte Collection’s success is its commitment to community. From the outset, McKee prioritized direct communication with her customers, actively seeking feedback on fit, fabric, and design. “Our audience became collaborators, not just consumers,” she said. “Feedback influenced sizing decisions, fabric development, and entire collections. The brand didn’t grow because we chased trends; it grew because women felt seen.”
Scaling Authenticity: Maintaining Identity Through Growth
As Matte Collection expanded globally, McKee faced the challenge of scaling the business without compromising its core values. “Letting go of control but not vision,” is how she describes the transition. Initially involved in every aspect of the brand, she realized the need to build a team capable of executing her vision independently. “The learning curve was shifting from doing everything to creating systems that protect quality and consistency across markets,” she explained. “Growth isn’t just selling more; it’s maintaining identity while reaching more people.”
This commitment to authenticity extends to the brand’s collaborations and endorsements. “We don’t chase celebrity; we respond to alignment,” McKee stated. “When someone wears Matte Collection because it naturally fits their lifestyle and aesthetic, that resonates more than any campaign. The goal is never placement; it’s connection. If she would wear it without us asking, then it belongs on her.”
Looking ahead, McKee has plans for expanding into new categories, creating physical retail experiences, and further increasing the brand’s global reach. However, her ultimate goal remains focused on impact. “I want Matte Collection to represent possibility: a brand built independently, scaled thoughtfully, and centered around women feeling confident in their everyday lives,” she said. “If the impact is that women feel considered, not overlooked, then we’ve done what we set out to do.”
Matte Collection’s story serves as a powerful example of how a brand can succeed by prioritizing inclusivity, community, and authenticity. As the fashion industry continues to evolve, it’s likely that more brands will adopt similar approaches, recognizing that true style is about empowering individuals to feel their best, regardless of their size or shape.
What are your thoughts on the growing movement towards inclusivity in fashion? Share your comments below and let us realize what brands you think are leading the way.
