The CEO of the Swedish fashion brand Djerf Avenue, Matilda Djerf, has expressed her regret and acknowledged her inexperience in leadership after facing criticism for allegedly mistreating staff. Following a report by the Swedish news outlet Aftonbladet that detailed claims of workplace bullying and body-shaming within her brand, Djerf admitted in an Instagram post, “I wasn’t ready.”
The 27-year-old influencer and entrepreneur, who began her career online in 2016, pointed out that as her company grew rapidly since its launch in 2019, she found herself overwhelmed by the scale of responsibility. She emphasized her commitment to improving the company’s work culture by hiring experienced managers and implementing monthly anonymous staff surveys.
Djerf Avenue has gained significant popularity for its stylish yet size-inclusive clothing, generating approximately $35 million in revenue last year. However, the brand’s reputation has been tarnished by reports of negative treatment towards models, with claims that some were criticized for their body types. Despite these challenges, Djerf recently celebrated a successful 10-day pop-up shop in London, attracting long queues of eager customers.
Student journalist Evie Summers described the allegations against Djerf as “incredibly disappointing,” particularly for her young fans who admire her work and values. She noted that Djerf’s apology was necessary and highlighted the importance of embodying the principles of kindness and inclusivity that the brand promotes.
In her post, Djerf expressed a strong desire to rebuild trust with her audience, acknowledging the difficulties of navigating her new role amid stress and a fast-paced environment. She stated her determination to learn and grow as both a leader and a colleague, indicating a commitment to creating a more supportive work environment for her team.
The situation reflects the growing pains of young entrepreneurs as they navigate the complexities of running a business in the public eye. The willingness to address these issues openly and seek improvements is a positive step forward for both Djerf Avenue and its team members.
This incident serves as a reminder of the importance of strong leadership and the impact it has on cultivating a healthy work culture, especially in rapidly growing businesses. It highlights the need for continued attention to both employee welfare and inclusive practices.