Swedish influencer Matilda Djerf has been embroiled in a string of recent controversies.
Djerf is facing backlash following an investigative documentary by Swedish outlet Aftonbladet, which alleges a toxic work environment at her clothing company, Djerf Avenue. Testimony from 11 current and former employees accused Djerf of creating a toxic workplace culture described as “psychological terror.” Employees said that they experienced loss of sleep and appetite, panic attacks, and came home from work crying most days.
One former employee claimed that Djerf “yells at us, calls us names.” Another alleged Djerf would lose her temper “if there was no coffee,” “if someone was sitting in the wrong seat,” or “if her food hadn’t been heated up.” The strangest claim from the report, one employee said that Djerf has her own personal toilet at the office. Once, when the sign fell off the door, someone used it by mistake and another colleague had to “scrub the toilet before Matilda could use it again.”
While these accusations are damning enough, others strike at the heart of the values Djerf’s brand is founded on. One of these is size inclusivity, with Djerf Avenue clothing coming in sizes XXS to 4XL. According to the report, Djerf responded to images of a plus-size model in a Djerf Avenue campaign by saying, “We have to reshoot this because she looks so fucking fat in these clothes. We can’t show that.”
Djerf said in a statement to the BBC: “If any team member has felt mistreated in their role because of my actions, I am deeply sorry, and I want to sincerely apologize.
“I don’t recognize myself in all the claims that have been made, and I’ve chosen not to comment on individual cases. However, I do believe it’s valuable that these concerns are being raised, as it gives both me and Djerf Avenue the opportunity to grow and improve.
“I want to emphasize that I take full responsibility and see this as a chance to reflect, grow, and contribute to a better culture for everyone at Djerf Avenue.”
Djerf Avenue’s chief operating officer, Pernilla Bonny, specifically addressed the toilet accusation, explaining to Aftonbladet that the bathroom was intended as “a measure we have introduced to help [Matilda] stay healthy.” She added, “Our office makes it possible to offer this solution without affecting other employees’ access to facilities.” While she confirmed the sign would not be taken down, she conceded that the employee should never have been made to scrub the toilet. “We want to be clear that such a situation should never have occurred.”
Djerf, who started her online career in 2016 and launched Djerf Avenue in 2019, was recognized for her work within retail and e-commerce on the Forbes 30 Under 30 list in 2023, and the company, according to the BBC, made around $35 million in revenue last year. However, when a brand is so intrinsically tied to the public perception of its founder, what happens when they fall from grace?
Outraged Djerf Avenue fans have been making their feelings known in the comments under Djerf’s most recent Instagram post. “Starting an apology with ‘if’ is not an apology,” said one. “You’re only as pretty as how you treat others. Do better. Sincerely, a co-model,” added another. “Mean girls supporting mean girls,” commented another. Others are left wondering what to do with their Breezy shirts and Matilda Djerf x Rhode lip balms.
