Matilda Djerf’s Rise to Fame
Swedish influencer and fashion brand founder Matilda Djerf, known for her “clean girl” aesthetic, has become a prominent figure on Instagram and TikTok. With over 3 million followers, she has captivated young women with her polished image, which includes voluminous hair and radiant skin. Djerf’s clothing brand, Djerf Avenue, launched in 2019, generated approximately $35 million in revenue last year, solidifying her status in the fashion industry.
Bullying Allegations Surface
Recently, Djerf’s Instagram has been flooded with criticism following an exposé by Swedish news outlet Aftonbladet. The report accused Djerf of fostering a toxic work environment at Djerf Avenue, with anonymous sources alleging incidents of bullying and body-shaming. Some former staff claimed models were labeled as “fat” or told they couldn’t fit into certain jeans. Others mentioned feeling intimidated by Djerf, citing favoritism and fear when she was upset.
Matilda Djerf Responds to the Allegations
After several days of silence, Djerf addressed the allegations and issued a public apology on Instagram. Reflecting on her brand’s rapid growth, Djerf acknowledged her inexperience as a leader, writing, “I wasn’t ready.” She admitted to failing in her role due to stress, high pressure, and naivety, and expressed regret for not being the colleague and leader she aspired to be. Djerf promised to work on becoming a better leader, focusing on creating a safer, more inclusive space at Djerf Avenue.
Initiatives for Change at Djerf Avenue
To address the concerns, Djerf outlined several steps to improve the work environment at Djerf Avenue. These include hiring a more experienced management team, introducing monthly anonymous surveys for staff feedback, and bringing in an external psychologist to evaluate the workplace. Djerf emphasized her commitment to learning and evolving in her leadership role.
Public Reaction and Future of Djerf Avenue
Despite Djerf’s apology and proposed changes, some individuals have pledged to boycott Djerf Avenue, questioning whether the brand’s reputation will recover. However, the brand has also seen continued demand, with a recent 10-day pop-up store in London attracting long lines of shoppers eager to buy essentials like oversized blazers and high-waisted trousers.
The long-term impact of the scandal on Djerf Avenue remains uncertain, but Matilda Djerf’s efforts to address the issue signal her intention to rebuild trust with both her staff and followers.
