The leader of Swedish fashion brand Djerf Avenue, Matilda Djerf, is facing backlash following allegations of mistreating staff within the rapidly growing company. In a recent Instagram post, the 27-year-old influencer acknowledged her inexperience in leadership, stating, “I wasn’t ready.” This statement came in response to a report by Aftonbladet that detailed claims of bullying and body-shaming among employees.
Djerf indicated that the brand is actively working to enhance its workplace culture. This includes plans to hire more experienced managers and implement monthly anonymous staff surveys to gather feedback. Since launching in 2019, Djerf Avenue, known for its size inclusivity and diverse model representation, has seen significant success, generating approximately $35 million in revenue last year.
However, the brand’s rise has been marred by the troubling allegations, leading to disappointment among its customer base, particularly among young fans who admire Djerf. One such fan, journalism student Evie Summers, expressed that the reported behavior was disheartening as it contradicts the brand’s values of kindness and inclusivity. In her post, Ms. Djerf reiterated her commitment to making Djerf Avenue a safe and inclusive space for everyone involved, emphasizing her desire to learn and grow as a leader.
Overall, while facing significant criticism, Matilda Djerf’s reflective approach and commitment to address the issues at Djerf Avenue demonstrate a willingness to improve and rebuild trust with both her staff and customers. This could ultimately lead to a stronger foundation for the brand moving forward, as she aims to align her business practices with the values that resonate with her customer base.