Swedish influencer Matilda Djerf issues apology following workplace toxicity allegations

Matilda Djerf, the Swedish influencer and founder of the fashion brand Djerf Avenue, has issued a public apology after facing allegations of fostering a toxic workplace environment. The controversy erupted after an investigative report by Swedish news outlet Aftonbladet detailed claims of bullying and body-shaming at her company. The allegations have raised questions about Djerf’s leadership and the brand’s commitment to inclusivity.

Aftonbladet’s expose sparks backlash

The report published by Aftonbladet revealed that employees and models at Djerf Avenue experienced incidents of bullying and fat-shaming. Some employees alleged they were told they didn’t “fill out” certain clothing or were outright labeled as “fat.”

These claims have sparked outrage, particularly among loyal customers who have supported the brand for its stance on body positivity and inclusivity.

Matilda Djerf addresses allegations

In response to the backlash, Djerf took to Instagram to share a heartfelt apology. Acknowledging her shortcomings, she wrote, “I wasn’t ready.” Djerf admitted that she was unprepared for the challenges of running a rapidly growing company and described how stress and inexperience impacted her ability to lead effectively.

She further stated, “I had never built a company prior to this, and under a lot of stress, high tempo, and naivety, I failed to be the leader and colleague I wish to be along the way.”

Who is Matilda Djerf?

Matilda Saga Albertina Djerf, born on April 8, 1997, in Boras, Sweden, is a renowned social media influencer, fashion designer, and co-founder of Djerf Avenue. She started her career as an influencer in 2016 during a trip to the Caribbean. Her popularity soared as she documented her travels and shared her personal style on Instagram.

In 2019, she co-founded Djerf Avenue with her partner, Rasmus Johansson, who serves as the company’s CEO. The brand is known for its commitment to quality and inclusivity, with garments produced in Italy, Portugal, and Sweden. Despite its success, Djerf Avenue has faced criticism in the past, including allegations of design similarities with other brands.

Djerf’s advocacy and challenges

Djerf has been open about her struggles with anorexia and mental health issues, which have shaped her advocacy for body positivity and mental health awareness.

These values are integral to her brand’s ethos, although recent allegations have challenged its image.

Workplace allegations in detail

In mid-2024, 11 current and former employees of Djerf Avenue spoke out about an abusive workplace culture. The allegations included repeated incidents of bullying, favoritism, intimidation, and fat-phobia.

Aftonbladet’s investigative documentary highlighted the psychological toll on employees, amplifying calls for accountability.