'Psychological terror' and fat-shaming: Every accusation about ...
Matilda Djerf, the Instagram-famous influencer behind the successful lifestyle brand Djerf Avenue, has recently faced allegations from former employees accusing her of creating a toxic workplace.
Watch: Matilda Djerf launches collaboration with Hailey Bieber. Post continues after video.
Video via Instagram/@matildadjerf
These claims were first published in the Swedish newspaper Aftonbladet. Here's what we know.
What allegations have employees made about Matilda Djerf?Several former employees of Djerf Avenue have come forward anonymously in a Swedish documentary, sharing troubling experiences during their time at the company.
Employees accuse Matilda Djerf of perpetuating a toxic work environment through bullying and a lack of respect for her staff.
Allegations include instances of scolding employees in front of others, leading to what one former staff member described as "psychological terror".
One employee stated, "There are times when she has lined up employees and yelled at them and said how bad they are at their job."
Another described the emotional toll they encountered, saying, "People feel terribly bad. I've never seen so many people so broken."
One striking claim involved Djerf allegedly having a private bathroom exclusively for her use and that of select employees.
According to one staff member, "She doesn't even want to go to the same toilet as us employees. We are not fellow human beings or colleagues to her."
A sign reading "Please do not use" was reportedly displayed on the door. When the sign fell, an employee who mistakenly used the toilet was allegedly ordered to scrub it as punishment.
Accusations of fatphobia have also surfaced.
Djerf allegedly made derogatory comments about a plus-size model during a photoshoot, stating, "We have to reshoot this, because she looks so f**king fat in these clothes. We can't show that."
Moreover, employees claimed Djerf made body-shaming remarks about staff members, commenting on the way their bodies looked in jeans.
One employee said, "To one person, she said that her butt didn't fill out the jeans. And to another, she said that her butt filled up the jeans too much."
The workplace culture allegedly created extreme distress for employees, with one claiming, "It finally became everyday life: How many people will cry today? How many cried yesterday? Will I cry today?"
Panic attacks, sleepless nights, and severe anxiety reportedly became commonplace for staff.
Matilda Djerf is a Swedish-born influencer. Image: Instagram/@matildadjerf
How has Matilda Djerf responded to the controversy?In response to the allegations, Matilda Djerf released a statement to Aftonbladet acknowledging the seriousness of the accusations.
She apologised for any negative experiences her employees had endured and expressed her commitment to fostering a respectful workplace.
"I take the criticism that has come forward very seriously and want to be clear that a safe and respectful work environment is crucial for me, both as a person and as the founder of Djerf Avenue," she said.
"If any staff member has felt mistreated or ill-equipped in their role due to my actions, that is something I am truly sorry for and apologise for. It was never my intention to contribute to a work environment that negatively affects anyone and I am sorry that there are employees who have had such experiences."
Djerf went on to say that she didn't "recognise [herself] in all the claims" and is choosing "not to comment on individual cases".
"However, I think it is valuable that this is highlighted, as it gives both me and Djerf Avenue the opportunity to develop and become better," she said.
"I want to emphasise that I take my responsibility and see this as an opportunity to reflect, develop and contribute to a better culture for all employees at Djerf Avenue. I will work actively with my leadership and, among other things, continue to receive support from a coach."
The Swedish publication also spoke to the COO of Djerf Avenue, Pernilla Bonny, who said the company is aware of areas in need of development, "including [their] leadership".
Bonny also confirmed that Djerf has a private toilet, describing it as "measure" to help keep the influencer "healthy".
"Our office makes it possible to offer this solution without affecting other employees' access to facilities — and that the note will remain in place," said Bonny.
The COO, however, clarified that it is "obviously not reasonable" that an employee had to clean a bathroom outside their job description.
"We want to be clear that such a situation should never occur."
Who is Matilda Djerf, and how did she become famous?Matilda Djerf was born and raised in Borås, Sweden. As a teenager, she faced personal struggles with anorexia and orthorexia, which have shaped her advocacy for mental health and body positivity. She is the youngest of three siblings.
After graduating from high school, Djerf began documenting her travels with her boyfriend, Rasmus Johansson, eventually launching her career as a social media influencer in 2016.
She gained widespread attention by sharing photos from her trips. Upon returning to Sweden, she pivoted to full-time influencing, monetising her growing following through brand collaborations and modelling gigs.
In 2019, she co-founded Djerf Avenue with Johansson, who now serves as the company's CEO.
The brand's minimalist designs, coupled with its focus on sustainability, resonated with a global audience, quickly establishing it as a successful Scandi-chic fashion label.
Djerf has not been immune to criticism in her career. In addition to the recent allegations, Djerf Avenue came under fire in 2023 for a 'dupe' scandal.
It started when the Djerf team reported TikTok videos of smaller influencers showing Djerf Avenue dupes. At the time, the company shared a statement saying their intellectual property lawyers were flagging content they believed infringed on their copyright.
"Unfortunately, there has been a recent surge in websites selling products with our copyrighted prints and owned prints/artworks (e.g. the summer berries and fruit print)," the statement read.
"Our hand-drawn prints are copyrighted under the company name Matildadjerf design AM. Any types of videos/content with our prints that are used on non Djerf Avenue items, such as 'dupes', will automatically be reported due to copyright infringement."
However, many fans suggested this was hypocritical as Djerf herself had posted dupes of luxury designer items in the past. In fact, it was one of the reasons she became so popular.
The backlash led to a temporary deactivation of Djerf's TikTok account. However, she eventually resumed her social media presence and her brand continued to thrive. It was valued at $34.5 million as of 2023, per GQ.
Feature Image: Instagram/@matildadjerf.
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