The Rise of Inclusive Fashion: How Matte Collection is Redefining Industry Standards
For decades, the fashion industry has been criticized for promoting unattainable beauty standards and excluding diverse body types. But a shift is underway, driven by brands like Matte Collection, founded by Justina McKee and fueled by a growing demand for inclusivity. This isn’t just a trend; it’s a fundamental change in how fashion is designed, marketed, and consumed.
From Aspiration to Attainability: A Consumer Revolution
Many women have experienced the frustration of purchasing clothes that don’t fit or flatter their bodies. As highlighted by the recent Netflix documentary Reality Check: Inside America’s Next Top Model, the industry has historically prioritized aspiration over accessibility. McKee recognized this gap and launched Matte Collection in 2017 to offer a different approach. “So much of fashion felt aspirational but not attainable,” McKee explains, aiming to create pieces that “meet women where they are.”
The Power of Representation and Community
Matte Collection’s success isn’t solely about expanding size ranges. It’s about building a community and fostering a sense of belonging. The brand actively engages with its customers, seeking feedback on sizing, fabrics, and designs. This collaborative approach has resulted in a loyal following of over one million people globally. The brand’s supporters include figures like Lori Harvey, Angela Simmons, and Tabria Majors, demonstrating its growing influence.
Atlanta’s Influence: A Hub for Self-Determination
McKee credits Atlanta’s unique culture of self-determination as a key factor in Matte Collection’s growth. “People create their own lanes here instead of waiting for permission,” she says, which encouraged her to trust her instincts and scale the business quickly. This entrepreneurial spirit, combined with the confidence and unapologetic style of Atlanta women, shaped the brand’s aesthetic – a balance of elevated minimalism and bold femininity.
Scaling Authenticity: Maintaining Identity in a Growing Market
As Matte Collection expanded, McKee faced the challenge of maintaining its core values while scaling operations. The solution involved building a team that could execute the brand’s vision without compromising quality or consistency. “Letting proceed of control but not vision,” is how she describes the transition. This approach allowed the brand to reach a wider audience without losing its authenticity.
The Rise of Size-Inclusive Markets
The demand for inclusive sizing is undeniable. Approximately 67 percent of American women wear a size 14 or above, yet for years, the fashion industry largely ignored this demographic. Brands that prioritize inclusivity are not only meeting a market need but also tapping into a significant growth opportunity. This shift is driven by consumers who are increasingly vocal about their desire for representation and body positivity.
Future Trends in Inclusive Fashion
The momentum behind inclusive fashion is likely to continue, with several key trends emerging:
- Personalized Fit Technology: Expect to see more brands utilizing AI and 3D body scanning to offer personalized fit recommendations and custom-made clothing.
- Sustainable and Ethical Practices: Consumers are increasingly demanding transparency and sustainability from fashion brands. Inclusive brands will need to prioritize ethical sourcing and production methods.
- Digital Fashion and Virtual Try-On: The metaverse and digital fashion are creating new opportunities for inclusivity, allowing consumers to experiment with different styles and sizes in a virtual environment.
- Expanded Representation in Marketing: Brands will continue to feature diverse models and influencers in their marketing campaigns, reflecting the reality of their customer base.
FAQ
Q: What is Matte Collection?
A: Matte Collection is a fashion brand founded by Justina McKee that focuses on creating stylish, high-quality clothing for women of all sizes.
Q: Why is inclusive fashion important?
A: Inclusive fashion promotes body positivity, representation, and accessibility, ensuring that everyone feels confident and comfortable in their clothing.
Q: What is driving the demand for inclusive fashion?
A: Consumers are increasingly demanding representation and body positivity from fashion brands, and are actively seeking out brands that align with their values.
Q: What is the future of inclusive fashion?
A: The future of inclusive fashion will likely involve personalized fit technology, sustainable practices, digital fashion, and expanded representation in marketing.
Did you understand? Matte Collection’s growth is a testament to the power of listening to your customer and building a brand around their needs.
Pro Tip: When shopping for clothes online, always check the size chart and read customer reviews to get a better understanding of the fit.
What are your thoughts on the future of inclusive fashion? Share your comments below!
