The image of perfection and success projected by some social media figures often contrasts with the reality behind the scenes. This seems to be the case of Matilda Djerf, a Swedish influencer who has built an online fashion empire, but who is now in the midst of a scandal after being accused by her employees of creating a toxic work environment.

Who is Matilda Djerf and how did she become famous?

Matilda Djerf is a Swedish influencer who has conquered social media, especially Instagram and TikTok, where she has accumulated millions of followers.

Her minimalist, elegant style and her characteristic voluminous blonde hair have made her an icon of fashion and beauty. Her popularity led her to be included in the Forbes 30 Under 30 list in 2023.

What is Matilda Djerf’s clothing brand?

In 2019, Matilda Djerf, along with her partner Rasmus Johansson, founded Djerf Avenue, a clothing brand that offers elevated and minimalist basics that reflect her own style. The brand has expanded to include home goods, accessories and beauty products.

Djerf Avenue has positioned itself as an ethical brand, with production in various locations in Europe.

What scandal involves Matilda Djerf and her employees?

Recently, the Swedish media outlet Aftonbladet published a report with testimonies from 11 current and former Djerf Avenue employees, who describe a work environment marked by insults, derogatory comments about body image and “psychological terror”.

The accusations directly point to Matilda Djerf as the main person responsible for establishing a culture of favoritism and control within the company.

What are the accusations against Matilda Djerf?

The accusations are serious and varied. Anonymous employees describe having witnessed and suffered daily harassment, creating an atmosphere of constant fear and tension. A former employee stated that “she had never been so afraid of someone in her entire life”.

Other allegations denounce discriminatory treatment. Djerf reserved an exclusive bathroom for herself and her “favorites”, and that she forced an employee to clean the bathroom as punishment after someone used it without authorization.

Other incidents point to derogatory comments. An incident is narrated in which Matilda Djerf refused to use photographs of a plus-size model because she considered her “too fat”.

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How did Matilda Djerf respond to the accusations?

After the publication of the report, Matilda Djerf used her Instagram account to respond to the accusations. In a comment, she stated:

“Over the past few days, I’ve been quiet on social media. My highest priority has been to meet with the Djerf Avenue team and speak to them. I am fully aware that my words here are not an answer or a solution, but for me it’s important to write this directly to you.

“To anyone who I’ve hurt or let down, I want to start off by saying that I’m genuinely sorry. When I started Djerf Avenue I never expected that the company would be what it is today, with so many team members and so much responsibility. I wasn’t ready. I had never led a team prior to this, I had never built a company prior to this, and under a lot of stress, high tempo and naivety I failed to be the leader and colleague I wish to be along the way. And for that I am so, so sorry. I wish my growth happened faster. I really want to underline that I’m extremely committed to getting it right and to continuing growing.

“We are constantly working on improving and developing the internal business, everything from structures that need to be set in place to new initiatives. This is ongoing work and this year we’ve made some important changes to improve the work culture at Djerf Avenue. Amongst other things, we have hired a more experienced management team, we have introduced monthly anonymous surveys to collect feedback and take action, we have also set up an external organizational psychologist to assess our workplace. We are also in the process of bringing in an additional external HR professional to support the organisation.

“Moving forward, I’m committed and want to focus my all on becoming the best leader and colleague I can be. I’ll keep learning and working to ensure Djerf Avenue is a safe, inclusive space for everyone. I want to end by saying thank you to all of you who’ve had honest and transparent conversations with me over the past few days.

How old is Matilda Djerf?

Matilda Djerf is 27 years old.

Scandal impacts Matilda Djerf’s clothing brand

This scandal has generated great controversy and has called into question the brand image of Djerf Avenue, which was promoted as ethical and committed to the well-being of its employees.

Djerf’s response, although it includes apologies, has not convinced everyone, and the credibility of the influencer and her brand have been seriously affected.