Matilda Djerf, the Swedish influencer and founder of the fashion brand Djerf Avenue, is facing significant backlash following serious allegations of workplace toxicity. After reports emerged around December 12, 2024, detailing claims of bullying and fatphobia at her company, Djerf found herself at the center of controversy, with loyal supporters questioning her commitment to the values she once promoted.
The allegations originated from investigative reporting by the Swedish newspaper Aftonbladet, which revealed testimonies from eleven current and former employees. These whistleblowers described what they termed as "psychological terror" within the Djerf Avenue headquarters, leading many to reflect on the stark contradictions between Djerf's brand image and the reality within her workplace.
The accusations allege Djerf bullied staff, made disparaging comments about employees' bodies—often referred to as fat-shaming—and even forced staff to clean her personal toilet if they accidentally used it. One employee reportedly expressed, "I have never been so afraid of a person in my entire life," highlighting the intense work environment Djerf allegedly cultivated.
After the outcry, Djerf took to Instagram with her apologies, stating, "To anyone I've hurt or let down, I want to start off by saying I'm genuinely sorry." Djerf accounted for her lack of leadership experience, openly admitting, "I wasn't ready" to handle the challenges of leading her rapidly growing company, which she co-founded only five years ago. She expressed her desire to improve and reaffirmed her commitment to making Djerf Avenue a safe and inclusive space for her employees and supporters.
Despite these apologies, reactions across social media were mixed. Many users expressed skepticism toward Djerf's explanations. Comments ranged from criticisms like "You cannot tell me Chat GPT didn’t write this" to remarks emphasizing the basic human decency of treating staff with kindness. Some were quick to remind Djerf, "If you needed 'experience' to be kind, then you weren’t a kind person to begin with." This response signifies the intense pressure she faces to align her actions with the body positivity and inclusivity values her brand claims to support.
Djerf Avenue, launched successfully with aspirations of size inclusivity and culture of acceptance, reported impressive revenues of around $35 million last year. Built on the ethos of comfort and style, Djerf's fashion line was initially celebrated for offering stylish options to women of all sizes. Ironically, the recent allegations starkly contradict the public perception of the brand, sparking outrage and disappointment among her dedicated fan base.
Critics of Djerf also unearthed older videos from TikTok showing awkward interactions between her and her employees during Djerfmas staff celebrations. The videos, intended to showcase camaraderie, instead highlighted uncomfortable office dynamics and have amassed millions of views, adding to the growing narrative of Djerf as a run-of-the-mill toxic boss.
Observations from followers and even fans painted Djerf as someone who struggles to live up to her perceived image, fueling conversations on how appearances can often diverge from reality. A journalist and Djerf admirer, Evie Summers, remarked, "The allegations against Ms. Djerf were incredibly disappointing and discouraging to the young, impressionable people who adore her." This comment echoes sentiments around the responsibility influencers hold over their narratives.
Looking to the future, Djerf outlined some pivotal changes she aims to implement as part of her commitment to improving workplace culture. These initiatives include hiring managers with more experience, conducting monthly anonymous staff surveys to facilitate open feedback, and enlisting external professional help to evaluate the organizational atmosphere. "We are constantly working on improving and developing the internal business... this is important work," Djerf emphasized during her apology, hoping to rebuild trust not just within her team but also with her audience.
While some supporters have welcomed her commitment to change, many remain cautious. The situation acts as both a cautionary tale and serves as a reminder for brands built on values of kindness and inclusivity to genuinely uphold those commitments behind closed doors. How this scandal will affect the longevity of Djerf Avenue continues to be uncertain, but one thing remains clear: the incident has sparked much-needed dialogues about workplace ethics and the complex nature of leadership within the fashion influencer space.
Moving forward, only time will tell if Matilda Djerf can regain the trust of her community and successfully implement the changes necessary to restore her brand's integrity. Also, with the public eye firmly on her, the influencer must navigate the clear expectations from her followers, who look not just for stylish attire but authentic leadership rooted in values they cherish.
