01-02-2025
Matilda Djerf is a Swedish fashion influencer. She started her fashion brand, Djerf Avenue, in 2019. The 27-year-old sells clothing and beauty and homeware products. In 2023, Forbes featured her in its “30 under 30” list. Her 4.5 million followers like her “clean girl” aesthetic looks.
In mid-December, a Swedish tabloid (Aftonbladet) reported that 11 anonymous current and former employees said Djerf mistreated them. She allegedly bullied staff and designated one bathroom just for her and a small group of favored employees. If someone outside of that group used the bathroom, that person had to clean it. Djerf’s brand promoted inclusivity and a wide size range. Yet, an employee claimed Djerf cursed at the idea of using a plus-size model that she considered “too fat.”
Djerf and her chief operating officer responded publicly to Aftonbladet’s report, asserting they took the accusations seriously and were “aware of areas where” they needed to improve. Djerf apologized and said she did not “recognize herself in all the statements.” Djerf’s social media followers voiced their disappointment all over her accounts. They urged her to treat her employees with kindness and respect. Djerf noted the strong reaction and posted two stories on her Instagram with a more extended apology. She said she never expected the growth of her company and the responsibility for so many team members. Djerf said she “wasn’t ready,” and because of “stress, [a] high tempo and naivety,” she “failed to be the leader and colleague” she wanted to be. The company plans to request regular feedback, hire more experienced managers, and bring in an “external organizational psychologist” to assess the company.