Matilda Djerf, the Swedish fashion influencer and co-founder of the popular clothing brand Djerf Avenue, has found herself at the center of controversy following allegations of bullying and psychological harassment from her employees. Recent reports, stemming from shocking testimonies by 11 current and former staff members, paint a perplexing picture of what life is like behind the scenes at her company.
The exposé, published by the Swedish newspaper Aftonbladet, features employees who described Djerf's leadership style as creating a workplace filled with "psychological terror." These claims detail accusations ranging from bullying to body-shaming, leaving those who spoke out feeling broken and distressed. One anonymous employee described being emotionally wrecked enough to leave work crying, struggling with panic attacks and insomnia associated with the toxic atmosphere.
Over the weekend, Djerf acknowledged the backlash by addressing her millions of followers on Instagram with a lengthy apology. She expressed deep remorse, stating, "When I started Djerf Avenue, I never expected 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, and under lots of stress, I failed to be the leader and colleague I wish to be along the way."
Djerf's sentiments of sorrow echoed throughout her message as she emphasized her commitment to making significant changes moving forward. She assured her audience she is striving to cultivate a safe and inclusive environment at Djerf Avenue. This includes improvements such as hiring more experienced managers, implementing monthly feedback surveys, and consulting with organizational psychologists. "I wish my growth happened faster," Djerf remarked,, highlighting her dedication to personal and professional development.
Despite this heartfelt apology, many former supporters expressed disappointment, feeling Djerf’s message lacked sincerity, especially as she did not directly address many specific allegations made against her. The accusations included this particularly bizarre claim — Djerf reportedly reserved one toilet for herself and select colleagues, demanding one staff member to scrub it clean after another employee accidentally used it.
Compounding the hurtful allegations was the claim of body-shaming directed toward models, which severely contradicts Djerf Avenue's public values of inclusivity and diversity. Reports indicated she made derogatory comments about plus-size models, allegedly stating, "We have to reshoot this because she looks so f—king fat."
Interestingly, the brand's slogan emphasizes kindness and respect, carrying ideals purportedly founded upon these principles. Consequently, former employees expressed confusion as to how such behavior could arise within Djerf's organization, where she publicly champions progressive values.
While some staff members detailed their traumatic experiences, others illustrated Djerf's volatile nature. Reportedly, employees would walk on eggshells, fearful of provoking her ire. One individual recounted, "She could lose her temper if there was no coffee, if someone were sitting in the wrong seat, or if her food hadn’t been heated up." Such erratic behavior emphasized the pervasive atmosphere of fear within the workplace.
The allegations have ignited outrage across social media platforms. Many former fans have taken to platforms like TikTok and Instagram to voice their grievances over Djerf's behavior, calling for accountability and change. Some users threatened to boycott the brand, insisting they could no longer support the influencer who seemingly contradicted the core values her brand professes.
Djerf Avenue has rapidly expanded since its founding just four years ago, reportedly achieving sales of around $35 million. Along with her boyfriend, Rasmus Johansson, the duo created the fashion line but now must navigate the fallout from this crisis.
Meanwhile, Djerf's chief operating officer, Pernilla Bonny, confirmed some of the harsher claims detailed by employees but stated the toilet situation was merely about health. "We are aware of areas where there is room for improvement," Bonny noted, demonstrating awareness of the grievances being raised.
To counteract the growing concerns, Djerf underscored her commitment to learn from this disheartening incident. She has committed to reshaping the culture at Djerf Avenue, stating, "I’ll keep learning and working to make sure Djerf Avenue is a safe environment for everyone." She has introduced practical measures, such as hiring support staff and consulting professionals to analyze and improve work dynamics.
Though she has not spoken on every reliability of every claim, her acknowledgment of the toxic environment and the responsibility she bears may be seen as the first step toward change. Djerf concluded her statement by thanking those who have participated in open discussions and emphasized her drive to achieve personal growth as both a leader and colleague.
The future of Djerf Avenue hangs precariously as it continues to navigate this turbulent period. Whether Djerf can transform the workplace culture and salvage her credibility will remain to be seen. Until then, her apology, albeit unrefined and lacking direct rebuttals, may leave uneasy feelings among ex-staff and concerned followers alike, as the brand must reconcile its public persona with the unsettling truths surfacing from the shadows of its operation.