What Has Been Going On With Matilda Djerf?

@matildadjerf / Insta

Matilda Djerf has been experiencing a different side of the internet these past few days.

While her Insta comments are typically filled with people adoring her, recent statements from her employees at Djerf Avenue have turned the tables for the influencer.

The 27-year-old Swedish It girl is facing serious backlash over her treatment of staff at her fashion brand. Matilda rose to fame on social media after posting fashion, lifestyle, and beauty content. You may recognise her signature blonde blowout.

Since her success on social media, the influencer branched out into the fashion world when she opened her Scandinavian-inspired fashion store in 2019. Over the past few years, the brand has been hugely successful and has increasingly grown, along with Djerf’s social media platforms.

 

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A post shared by Matilda Djerf (@matildadjerf)

Only days after Matilda announced her collaboration with Rhode Beauty for a holiday collection this year, Swedish tabloid Aftonbladet released an unexpected analysis of the influencer’s alleged toxic work environment.

The investigation consisted of interviews from several former and current employees of the company who claimed that Matilda’s work practices were like “psychological terror”. According to those questioned, Matilda would allegedly make employees cry daily, fat-shame staff and judge staff who took public transportation.

Old YouTube videos posted to the Djerf Avenue account have been resurfacing on TikTok, with people closely analysing how Matilda speaks to her staff and they are coming across as quite condescending.

In response to the accusations, Matilda posted an apology to her Instagram. She began with some Instagram Stories claiming that she is “so genuinely sorry to anyone she has let down or hurt” and that she has spoken to the team before taking to the internet.

Matilda said that her way of expressing herself is through words, followed by a four-page Instagram post with her apology.

 

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A post shared by Matilda Djerf (@matildadjerf)

She said: “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.”

However, it seems as though followers are not fully ready to forgive Matilda with people commenting: “Everyone deserves dignity and respect. It’s the smallest form of kindness you can give to another person. No excuses”.

Another wrote: “You cannot tell me Chat GPT didn’t write this” which got nearly 6,000 likes”.

We hope that the staff of Djerf Avenue receive nothing less than the utmost respect going forward.