Italian
Swedish social media influencer and fashion brand founder Matilda Djerf has responded to claims that she bullies her staff after the publication of a damaging exposé.
Djerf has become the face of an entire aesthetic for young women, sweeping our Instagram and TikTok feeds with the “clean girl” image. Known for her bouncy, blow-out hair, glassy skin and polished style, Djerf has totted up over three million followers on Instagram and her company Djerf Avenue, launched in 2019, reported around $35 million in revenue last year.
The 27-year-old’s Instagram has now been flooded with criticism, however, after Swedish news outlet Aftonbladet produced a report on widespread bullying and body-shaming at Djerf Avenue.
Anonymous whistleblowers claimed some models were called fat while others were told they did not fill out a pair of jeans. Accusers spoke about being fearful of Djerf, who has favorites among her staff and was said to be frightening when in a bad mood.
Djerf apologized to those hurt after days of quiet on Tuesday. She posted to Instagram: “I wasn’t ready,” referring to her brand’s exponential growth. “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,” she continued. “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.”
Djerf added that new initiatives would be brought in to ensure improvement at Djerf Avenue, including a more experienced management team, monthly anonymous surveys to “collect feedback and take action” and an external psychologist to access the workplace.
Some members of the public have vowed to never buy from Djerf Avenue again, though the financial impact of the scandal is yet to be seen. Only this month, a 10-day Djerf Avenue pop-up store in London had shoppers queueing down the street to buy wardrobe staples such as oversized blazers, simple T-shirts and high-wasted trousers.
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