Matilda Djerf, the CEO of Swedish fashion label Djerf Avenue, has issued another public apology amid growing concerns over her management practices following allegations of mistreatment of staff. In a candid Instagram post, the 27-year-old influencer admitted that she felt unprepared for her leadership role as the company experienced rapid growth. “I wasn’t ready,” she acknowledged, reflecting on her journey since launching the brand in 2019.
The backlash began after a report by Swedish news outlet Aftonbladet detailed claims of bullying and body shaming within the company, sparking disappointment among customers and fans. Djerf Avenue, which is celebrated for its size inclusivity and diverse representation, has garnered significant popularity, especially among young women. The brand reported impressive revenue of approximately $35 million last year.
In response to the criticism, Djerf stated that the company is actively working to enhance its workplace culture by hiring experienced managers and implementing monthly anonymous staff surveys. She expressed a strong commitment to fostering a safe and inclusive environment, emphasizing her desire to learn and grow as a leader.
The recent opening of Djerf Avenue’s first pop-up store in London drew considerable attention, with eager customers lining up for hours. However, journalism student Evie Summers, who attended the event, characterized the allegations against Djerf as troubling for her young and impressionable fanbase. She highlighted the importance of aligning the brand’s values of kindness and inclusivity not only in marketing but also within the company itself.
Djerf concluded her message by expressing her determination to rebuild trust with her supporters. Despite the challenges she has faced in her early leadership journey, her willingness to acknowledge her shortcomings and commit to improvement speaks to a hopeful future for both her brand and its values.
This situation serves as a reminder that growth and leadership come with challenges, and with the right steps, it is possible to create a positive and constructive work environment that reflects a brand’s core values. As Djerf Avenue moves forward, it is an opportunity for deeper connection and positive change within the fashion industry.