Redefining Who Luxury Is For: Justina McKee On Building Matte Collection From The Ground Up

When Justina McKee launched Matte Collection, she wasn’t just starting a fashion brand, she was challenging an industry mindset.

For years, fashion has thrived on aspiration, often positioning luxury as something to admire from afar rather than access.

McKee saw the gap clearly: women wanted elevated, high-impact pieces without the gatekeeping price tags or exclusionary messaging. So she built the brand she felt was missing.

Based in Atlanta, Matte Collection began with bold swimwear and body-conscious silhouettes designed to celebrate curves unapologetically. From the start, the mission was clear, luxury should feel inclusive, attainable, and reflective of real women’s lives. Instead of shrinking designs to fit outdated standards, McKee embraced shape, confidence, and visibility.

Building from the ground up required more than aesthetic vision. It demanded strategy. McKee leaned heavily into digital community-building, using social media not just as a marketing tool but as a conversation hub. Over time, that authenticity translated into a loyal, million-strong following. Customers didn’t just buy the clothes, they bought into the ethos. Matte Collection became synonymous with bold femininity and accessible glamour.

Unlike legacy fashion houses with generational backing, McKee navigated entrepreneurship independently. From sourcing fabrics to managing production and scaling operations, every phase required hands-on involvement. Transparency became part of the brand’s appeal. Sharing behind-the-scenes moments, restocks, and growth milestones fostered trust and relatability, two qualities often absent in traditional luxury narratives.

As Matte Collection expanded beyond swim into ready-to-wear, the core philosophy remained intact. Structured dresses, sleek sets, and statement pieces maintained a high-fashion feel while staying within reach. McKee understood that today’s consumer values both quality and connection. By prioritizing fit, thoughtful design, and customer feedback, she cultivated longevity in a fast-paced industry.

Redefining luxury, for McKee, isn’t about mimicking European fashion houses. It’s about ownership, of style, of space, of identity. It’s about ensuring that women who have historically been overlooked see themselves centered in aspirational imagery. Matte Collection’s campaigns reflect diversity in size, tone, and personality, reinforcing that luxury doesn’t belong to one narrow demographic.

From Atlanta roots to global recognition, Justina McKee’s journey underscores a powerful shift in fashion. Luxury is no longer defined solely by exclusivity. In her hands, it’s defined by access, representation, and confidence. And that redefinition may be her most stylish achievement yet.