Justina McKee did not set out to chase trends. Instead, she built Matte Collection to solve a problem many women know too well: fashion that looks good online but does not fit real bodies in real life. Today, her Atlanta-based brand has grown into a globally recognized label backed by more than one million followers and worn by high-profile supporters.
However, the success did not happen by accident. McKee built Matte Collection with intention, community, and a clear belief that luxury should feel attainable — not exclusive.
Building Matte Collection: Fashion That Meets Women Where They Are
McKee founded Matte Collection in 2017 after years of watching the fashion industry sell aspiration while delivering exclusion. Many women, she noticed, bought clothing that looked stunning on models but failed them once they tried it on. The proportions were off. The sizing ignored entire groups of women. The message was subtle but clear — not everyone was considered.
“So much of fashion felt aspirational but not attainable,” McKee explained. “I wanted to create pieces that women didn’t have to adjust themselves to fit into — the clothing would meet them where they are.”
That mission resonated. Roughly 67 percent of American women wear a size 14 or above, yet much of the industry historically designed around smaller frames. Rather than simply expanding size charts, McKee focused on how women feel in their clothes. She prioritized premium fabrics, thoughtful construction, and designs meant to last season after season.
Atlanta’s Influence on a Global Fashion Brand
Atlanta played a major role in shaping both McKee and her brand. The city’s culture of independence and self-determination pushed her to trust her instincts early.
“People create their own lanes here instead of waiting for permission,” McKee said. That mindset helped her scale faster than she originally imagined.
The confidence of Atlanta women also shaped the brand’s look. McKee describes the aesthetic as a balance of elevated minimalism and bold femininity. The pieces are luxurious enough for special moments but practical enough for everyday life — a combination that helped Matte Collection expand internationally while staying grounded in its roots.
A Million-Strong Community: Designing With Women, Not At Them
Community remains at the heart of Matte Collection’s growth. From the beginning, McKee chose to speak directly with her customers rather than simply market to them. She showcased real bodies, encouraged honest conversations about fit, and invited feedback that influenced everything from sizing to fabric development.
“Our audience became collaborators, not just consumers,” she said. “The brand didn’t grow because we chased trends; it grew because women felt seen.”
That authenticity also extends to celebrity supporters. Well-known figures such as Lori Harvey, Angela Simmons, and Tabria Majors have worn the brand. Yet McKee makes it clear that alignment matters more than placement. “We don’t chase celebrity — we respond to alignment,” she explained. “If she would wear it without us asking, then it belongs on her.”
Scaling Without Losing Identity
As Matte Collection expanded globally, McKee faced a challenge every founder encounters: how to grow without losing the brand’s soul. Early on, she was involved in every detail. However, long-term success required building systems and a team that could protect the brand’s standards.
“Letting go of control but not vision,” is how she describes the shift. Growth, she believes, is not just about selling more products. It is about maintaining identity while reaching more people.
Looking ahead, McKee plans to expand into more categories, create physical retail experiences, and deepen the brand’s global reach. Still, her long-term goal goes beyond market share. She wants Matte Collection to represent possibility — proof that an independently built brand centered on women can scale thoughtfully and successfully.
Ultimately, McKee’s impact is about more than clothing. If women feel considered instead of overlooked, she believes the mission has been accomplished.
