How Briana Shanee Wilson’s ‘Matte Brand’ is Disrupting Fashion Norms
I strolled out of the double-mirrored elevator into a carpeted hallway, my runners sinking quickly into the softness of the delicate plush flooring. I was embraced and greeted warmly by Briana and the man of the house, Dior – decked out in a pink BB-Simon collar. They both beckoned for me to enter and the sun barrelled through the high-rise windows, much like the uplifted vibrations radiating through her living room. Dior excitedly welcomed me onto his L-shaped couch and sat with me whilst myself and Briana bickered like old friends. Taking a moment to type on her phone, Briana explained she was briefly handling backend business. A one-girl army, she wears different caps at Matte Brand. She’s the Designer, Social Media Manager, Talent manager, you name it.
And there I was, seated in the presence of everyone’s entrepreneurial dream.
Briana Shanee Wilson, known popularly as Hottie Billion, is the game changer behind and in front of Matte Brand. Founded in 2014 shortly after moving to the concrete jungle, Wilson’s Matte Brand stands among the big dogs of the US fashion world, consistently going the extra mile to attain first place in all things jaw-dropping and risque. Wilson’s community-garnering approach to social media has built her a cult following primarily on Instagram, pitching her steps ahead of alternative clothing brands. Her no-nonsense approach to Matte Brand designs offers her customers one-of-a-kind pieces. The designer does not shy away from discontinuing previous bestsellers to make room for more sexy. Her EGO collection, launched during her 2 year and ongoing stint in London, went triple platinum with the likes of Rubi Rose, Jayda Wayda and The Clermont Twins spotted in the three-piece number.
Get to know more about Briana and Matte Brand with this VIPER interview…
What inspired you to launch Matte Brand after your move to NYC in 2014? Have you ever looked back?
I love the second part of that question. I always give this answer and it will never change. Money is what inspired me. I didn’t ever think that I was fashionable, but I needed to make money. I had read The Secret by Rhonda Byrne and it made me think about money differently. The book discussed the author of Chicken Soup for the Soul and how he sold 100 – 400,000 copies at 25 cents. I started to think about money in that sense. It sparked the thought process of what I could sell. During my early stages, I did shoots for people who had brands and had a great network of people around so, it seemed like a good business idea. I decided to try it out and haven’t looked back since. I love what I do so much. Even if I were to think about alternative things to do, it would all stem from this.
What were your key influences that initially shaped Matte Brand?
American Apparel. I was a huge American Apparel girl in the beginning stages. Early Matte Brand mostly took things I loved from AA and altered them to match my preferred colour palette. I used to wear AA bodysuits and later made short-sleeved bodysuits for Matte Brand because AA didn’t sell short-sleeved versions.
How would you describe Matte Brand’s uniqueness, what sets your company apart?
The culture behind the brand. I feel like so many people have grown up with Matte Brand, they’ve watched it evolve. It’s one of the first brands with a social media presence and continues to have one. I think the fact that I am also at the forefront of Matte Brand socials and actively maintain a community on social media makes Matte unique.
How do you successfully use social media as a business tool to promote Matte Brand?
It’s the only tool I use and I preach this shit. I love social media, I’m obsessed with it. I’ve been on socials my whole life. I remember the first night I was on social media till this day, I’m definitely addicted. I’ve got a cool rollout planned for Matte where I will cosplay as a rapper for the next 30 days. Using social media effectively comes easily to me because I love to make a big deal of things. It may not be a big deal to everyone, but to myself and my followers, it will be. It sets me apart online.
Taking a two-year break helped me abandon the survival mindset and zoom out to find passion in my products, which younger brands may struggle with. I had a vision for Matte Brand’s comeback. Firstly, patience yields rewards and secondly, going the extra mile is fun as fuck. Over the years, I have learned that nothing is erased which means I get to look back at my consistency and growth.
Have you received any orders from individuals that have blown you away? Who was your first celebrity customer?
Phaedra from Real Housewives of Atlanta. I saw her wear it to a Megan Thee Stallion concert. I just saw the pictures online and was like what the heck? And I knew she bought it a while ago because the particular set she was wearing had been sold out for months. Matte is my baby but to others, it’s just another website on the internet and it’s so cool that she typed in my website looking for an outfit.
Are there any brands you wish to collaborate with?
I want to collaborate with Jaded London. It’s been my year-long goal.
How do you balance trends with your brand’s unique aesthetic?
I believe in people setting their own fashion rules and abiding by them because I think it’s cute. I remember there was this girl I followed on IG. I followed her because she had four pictures on her page in the same jeans. That’s so me. When I love an item of clothing, it becomes my uniform. Another example would be low-rise jeans. It hit me like a ton of bricks one day and I swore I would never wear high-waisted pants until I’ve decided they are my thing again. After my hiatus, I decided to no longer compromise on my designs. A few of my followers have asked if I can make the pants high-waisted, which isn’t possible because I refuse to compromise on my niche.
Define a Matte Brand girl.
A Matte Brand girl is cute, fun and hot. Once you put Matte on, you have to be that girl. Because how can you have on these micro mini skirts and you’re not that girl? I watch it happen all the time, I love seeing the girls outside in Matte.
What does disrupting fashion mean to you?
Disrupting? Doing it your way, finding your own lane. That’s the mood for 2024 fashion. Do it your way because there are so many different lanes for fashion these days. Somebody will be mad anyway so I will continue to disrupt fashion.
Talk me through your EGO collection. How did she come about, what was your creative process like? How does the collection embody the name? Did something change within you when EGO dropped?
EGO dropped after my two-year break. I wanted to be passionate about my brand and let the money chase me. I wanted EGO to feel like you found it at the vintage store. I love how re-wearable the collection is because I’m a minimalist and love to re-wear my clothes. You can wear the full denim set and pop out on your birthday and then 2 weeks later, wear the jeans with a shirt to a concert.
Let’s talk TRASHION NOVA. How do you handle rip-offs of your designs both on and off of social media?
On social media, it’s fun to laugh at because I feel extremely flattered. I feel influential
What message would we find in a Matte Brand time capsule?
Sex. Matte Brand is just so sexy and I want to keep that alive. We need more sexy clothes in mainstream fashion because people are not making their clothes tight, short, and sexy enough. I believe you will live a happier life if you are sexy. Bring sexy back.
What advice would you give aspiring fashion designers seeking to disrupt the industry?
Work on and put out one great product. We don’t need more generic products.
Words by Sharon O.
Photos by @jgbesnappin’
