Matilda Djerf may not ring a bell by name, but her signature blonde hair with swoopy bangs is unmistakably familiar. The Swedish influencer has become a style icon, inspiring countless TikTok hairstyles. In 2019, she launched her fashion brand, Djerf Avenue, offering a range of elevated basics like gray trousers and simple button-up shirts, which quickly resonated with her increasing fan base that seeks to replicate her quintessential Scandi style.
Since its inception, Djerf Avenue has broadened its offerings to include home goods and loungewear, as well as a cosmetics line called Djerf Beauty—complete with hair products. At just 27 years old, Ms. Djerf boasts an impressive following of 4.5 million across TikTok and Instagram, and she clinched a spot on the prestigious Forbes “30 Under 30” list in 2023.
In a 2022 interview with The New York Times, Ms. Djerf shared her vision for the brand, expressing that they aspire to be more than just a fashion label, emphasizing their commitment to fostering a community around their shared love for style and aesthetics.
This story serves as an inspiring example of how personal branding and community engagement can lead to successful entrepreneurial ventures. Matilda Djerf’s journey underscores the impact of social media in shaping the fashion industry and illustrates the potential for influencers to create meaningful connections with their audiences while diversifying their business interests.