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Matilda Djerf, the Scandi influencer behind the clothing label Djerf Avenue, has broken her silence following an explosive investigation into a toxic work culture and accusations of bullying from her staff.
The 27-year-old Swede and her feathery blonde blowout had gone quiet on social media following the controversy, but she’s now resurfaced to issue a public apology of the Notes app carousel variety.
“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,” she began. “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 I’m genuinely sorry,” she continued, admitting to being woefully unprepared for the rapid growth of her company, which has generated $35 million in revenue in just four years.
Djerf highlighted steps to address the culture, such as hiring a more experienced management team, conducting anonymous employee surveys, and bringing in an external organisational psychologist to assess the workplace.
Absent from the apology was any direct acknowledgment of the fatphobia she is accused of proliferating despite marketing her brand as one of self-love and inclusivity.
What is the Djerf Avenue controversy about?
Rumours of Djerf’s virulent leadership came to a head when Swedish tabloid Aftonbladet released an exposé on the inner workings of Djerf Avenue’s workplace.
Compiling interviews with eleven employees, the investigation painted a harrowing picture of bullying, fatphobia and one bizarre bathroom rule. Staff described an environment where daily tears were commonplace, public scoldings a routine affair, and where the founder’s alleged fatphobic remarks went blithely unacknowledged. Particularly for a company whose clothes are offered in sizes XXS to 4XL and marketed with the ethos of body positivity, these claims have shaken the very foundation of Djerf Avenue’s personal brand.
Among the most jarring accusations are Djerf’s reported comments about plus-size models. Employees recall her reacting to campaign images featuring larger bodies with disdain.
“We have to reshoot this because she looks so f***ing fat in these clothes. We can’t show that,” she allegedly remarked.
Her disdain wasn’t limited to models, either. Employees report similarly disparaging remarks about their bodies, with one person recounting being told their jeans didn’t fit right—either too loose or too tight, depending on Djerf’s whims.
Then there’s the matter of the office toilet. A documentary segment revealed that a specific stall, marked with a sign reading “Please do not use!!” with a heart scribbled beside it, was reserved for Djerf and a select few. And if you thought that was odd, the situation’s absurdity peaked when an employee, having unknowingly used the stall after the taped-on sign fell off, was allegedly made to scrub it clean. In a statement, Djerf Avenue COO Pernilla Bonny explained the arrangement as necessary for Djerf’s “health,” though the logic behind that remains unclear.
The backlash from fans was swift. Followers who once idolised Djerf and her brand were left feeling betrayed.
“How can you preach inclusivity and then say these things?” one commenter asked on her Instagram post, while others have questioned whether the brand’s values were ever more than a marketing strategy. An influencer virtue-signalling to turn a profit? Shocking stuff.
Many TikTokers have also commented on the scandal, pondering what we should really expect from these social media figures and reminding people of the insidious powers of image curation. While the blogger’s apology attempted to negate the controversy, it ultimately left too much unsaid.
Who is Matilda Djerf?
Matilda Djerf is a 27-year-old content creator whose fame skyrocketed during the pandemic. Gaining notoriety for her cottagecore-fuelled Instagram feed, she quickly became a household name and has acquired over three million followers on Instagram alone. With a buoyant personality and even bouncier hair, she inspired legions of fans to replicate her style. In 2019, she and her boyfriend, Rasmus Johansson, capitalised on this appeal, launching Djerf Avenue with minimalist basics like oversized shirts and mini skirts modelled after her signature Scandi style.
But as Djerf’s influence expanded, so did the pressures of managing a rapidly growing business.
In an earlier interview with Forbes, Djerf reflected on the challenges of scaling Djerf Avenue, calling it “a learning experience every day.” Growth and responding to demand, she said, required “changes to the organisation,” changes that, in hindsight, appear to have come at a significant cost.
