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PR Strategy
Matte Collection is a precision-led luxury athleisure brand where fit engineering is the luxury — not the fabric, not the performance claim, not the celebrity. The silhouette is the statement.
Brand Mission & UVP
Matte Collection was founded in Atlanta, Georgia in 2017 with a singular obsession: make women feel extraordinary in their bodies through precision-engineered fit. What began as a swimwear line has evolved into a full luxury athleisure ecosystem — BASIX, Swim, Resort, and Accessories — each category unified by the same design philosophy: sculptural minimalism, climate-native construction, and the quiet confidence of a brand that doesn't need to shout. With a Miami flagship presence and global expansion underway, Matte is building toward a physical retail home in Miami.
With 1M+ Instagram followers, celebrity placements with Saweetie, Yung Miami, La La Anthony, Angela Simmons, and Draya Michele, and features in ELLE, Cosmopolitan, People, and E! News, Matte Collection is not an emerging brand. It is a brand entering its global authority phase.
Core Pitch Angles
Fit Engineering as the New Luxury
In a saturated activewear market, Matte Collection leads with precision fit architecture — not fabric innovation, not performance claims. The silhouette is the statement. This positions Matte alongside luxury fashion, not commodity sportswear.
Climate-Native Design
Born in Miami, designed for warmth-first living. Matte's aesthetic is rooted in a climate that demands year-round wearability — breathable, resort-ready, and seasonless. This is a competitive advantage no Northeast brand can replicate authentically.
Minimalism as Disciplined Strategy
Where competitors chase trends, Matte edits. The restraint is intentional — a curated product line that communicates confidence, not scarcity. This is the discipline of luxury brands, applied to DTC athleisure.
Founder-Led Brand in a Saturated Market
Justina McKee built Matte Collection from a single swimwear concept to a multi-category luxury athleisure brand with 1M+ Instagram followers and celebrity endorsements. The founder story is the brand story — and it's one the industry hasn't fully told yet.
Target Audiences
Women 25–40, fitness-adjacent, high discretionary spend. Buys identity, not just activewear.
Editors and journalists at Vogue, ELLE, Harper's Bazaar, WWD — the gatekeepers of luxury fashion narrative.
Business of Fashion, Forbes, Glossy — covering the DTC and founder story angle.
Essence, Blavity, Black Enterprise — the community that champions Black-founded luxury brands.