If I’m being wholly honest: I never fully knew the lore of Matilda Djerf.
I knew about Djerf Avenue, the admittedly overpriced and equally trendy eponymous brand of Matilda…but that was about it.
What I gathered from Djerf Avenue was that Matilda is the face of the coastal grandmother, clean girl aesthetic. She made curtain bangs cool again, her Instagram makes you want to romanticize your life in the best way possible.
And that was it! I didn’t realize the impact she really had on pop culture, or that she had been an awful boss to her team.
Ironically, I had heard great things about the trendy robes, and just purchased one for my friend as a birthday gift…the next day, the news breaks that Matilda Djerf was not who the public thought she was.
Matilda Djerf, a prominent Swedish influencer and founder of the fashion brand Djerf Avenue, is currently facing serious allegations regarding the work environment within her company. Reports have surfaced accusing her of fostering a toxic workplace characterized by bullying, favoritism, and body-shaming.
The Swedish newspaper, Aftonbladet, published an investigative piece featuring testimonies from 11 current and former employees of Djerf Avenue. These individuals described a hostile environment, citing instances of public berating, psychological pressure, and discriminatory remarks.
One notable allegation involved Djerf reportedly expressing dissatisfaction with a photoshoot featuring a plus-sized model, allegedly using derogatory language to describe the model’s appearance.
Additionally, there are claims that Djerf reserved specific facilities for herself and select employees, reprimanding others for using them.
In response to these allegations, Djerf issued a public apology via her Instagram account. She acknowledged her lack of experience in leadership and admitted to shortcomings in managing the rapidly growing company, which she co-founded in 2019.
Djerf expressed genuine remorse, stating, “I wasn’t ready. I had never led a team prior to this… I failed to be the leader and colleague I wish to be along the way. And for that I am so, so sorry.”
To address the issues, Djerf outlined several corrective measures aimed at improving the company’s work environment.
These steps include hiring a more experienced management team, implementing anonymous feedback systems, consulting with an external organizational psychologist, and expanding the human resources department.
She emphasized her commitment to creating a safe and inclusive workplace, stating, “We are committed to creating a safe, inclusive, and positive work environment for everyone.”
The allegations have sparked significant backlash from the public and the fashion community, with many expressing disappointment and concern over the reported workplace culture at Djerf Avenue.
As Matilda Djerf navigates this crisis, her response and the changes implemented will serve as a critical test of her commitment to learning and improving.
What’s clear now is the importance of responsible leadership, transparency, and the need for a supportive and respectful work environment in all industries. As the story continues to unfold, it serves as a reminder of the challenges of balancing creative vision with the responsibilities of leadership.
Many industry analysts and fans are also curious about how this controversy will impact the Djerf Avenue brand, which has been lauded for its minimalist aesthetics and sustainable practices.
Whether the company can rebuild trust among its employees and customers remains to be seen, but the steps taken now will undoubtedly shape its future.
This incident highlights the growing scrutiny on influencer-led companies and the expectation that they uphold ethical standards both publicly and internally.
