Matilda Djerf, the face behind the Scandinavian clothing brand Djerf Avenue, is currently facing serious backlash following allegations of bullying and body-shaming within her workplace. An investigation by the Swedish news outlet Aftonbladet has revealed troubling accounts from 11 current and former employees who described the work environment as toxic, rife with intimidation and favoritism, contradicting the brand’s claims of promoting inclusivity and kindness.
Founded in 2019, Djerf Avenue has made significant strides in the fashion industry, reportedly generating around $35 million (£27.5 million) last year alone. With over three million followers on Instagram, Djerf has cultivated a loyal customer base through her values-driven marketing, often emphasizing sustainability and size inclusivity. Despite these positive perceptions, the recent disclosures have shattered this image, leaving many fans taken aback.
According to the Aftonbladet report, anecdotes from employees depict Djerf as excessively demanding and unkind, with complaints about her management style ranging from belittling remarks to outright bullying. One anonymous source expressed, "Every day, there’s psychological terror in the office," pointing to both the emotional strain and intimidating atmosphere cultivated under Djerf’s leadership. Another individual noted how Djerf would reprimand staff for minor infractions, illustrating a management style where fear played a significant role.
On social media platforms like TikTok, clips of Djerf have circulated alongside soundbites from films like Mean Girls, mocking the perceived inconsistency between her brand’s public image and employee experiences. Comments from fans have turned from adoration to outrage, with customers like Sumi Mrkulic, 22, stating, "It renders all of their efforts to be inclusive completely performative. I find it really spineless," after reading the allegations.
Model experiences have also echoed the concerns raised by employees. One plus-size model disclosed she was repeatedly asked to adjust her body to meet Djerf's expectations, which not only undermines the brand’s promoted values but also reflects broader issues within the fashion industry surrounding body image. Another former employee vividly recalled instances where there was palpable fear about what benign mistakes could provoke Djerf's anger. "I was scared every day I would get scolded," the individual said.
Despite the gravity of these claims, Djerf has responded publicly, taking to Instagram to address the accusations. "Creating a safe, inclusive, and respectful space has always been important to me, both personally and as the founder of Djerf Avenue," she stated. She acknowledged the reported feelings of mistreatment and apologized, affirming her commitment to fostering a more positive workplace culture.
Djerf emphasized, "I don’t recognize myself in all the claims made, but I see this as an opportunity to listen and grow." Her statement reflects an awareness of the potential for personal and organizational evolution but has been criticized for appearing to deflect responsibility. Critics have noted her use of social media for damage control rather than engaging transparently with the issues raised.
The brand’s Chief Operating Officer, Pernilla Bonny, also responded to the scrutiny, admitting the challenges faced within the company and announcing initiatives aimed at improving workplace culture. Some steps being implemented include monthly anonymous employee surveys and the establishment of independent oversight—although many employees remain skeptical about such measures being adequate or sincere.
Consumers have begun voicing their dissatisfaction, with many pledging to boycott Djerf Avenue until they can witness substantial changes. Giulia Carrozzo, 20, from Germany, stated, "I can’t justify supporting a brand led by someone whose values seem to contradict everything they promote." This sentiment is echoed throughout social media, as calls for accountability grow louder.
Though Djerf Avenue has built its reputation largely on principles aimed at uplifting women and promoting positivity, the dissonance between its philosophy and employees' experiences raises complex questions about authenticity in the influencer-led fashion industry. The responses from Djerf and her organization will be critically observed as they attempt to reconcile their image with the harsh realities facing their workforce.
The upcoming weeks will be significant for Djerf Avenue as customers, supporters, and industry observers alike watch for any sign of meaningful change. The brand’s future may hinge on its ability to address deep-seated issues within its culture and uphold the inclusive values it has long espoused.
