DS in fact uses inverted meaning for awning positions compared to matter.
In matter, the percentage signifies how much of the window is covered (the name of the matter cluster is "WindowCovering"), whereas in DS it means how much the covering is rolled up.
So 0% in DS means window completely covered, 100% means open, in matter 100% means closed, 0% open.
That's how DS devices are mapped to matter by default by the p44mbr (the matter bridge component in the P44-xx devcies) so that the meaning should be correct in matter.
However, the matter "WindowCovering" cluster has a mode flag called "MotorDirectionReversed" which the controller (HA in your case) could set to reverse the meaning. I don't know if HA ever touches this flag, and if so, under what conditions it would set it.