Matilda Djerf, a prominent Swedish influencer and founder of the fashion brand Djerf Avenue, has publicly addressed allegations of bullying within her company following a critical exposé released by a Swedish publication.
Djerf, who epitomizes the “clean girl” aesthetic that resonates with many young women online, has amassed over three million Instagram followers and reported significant revenue with her brand, which launched in 2019. However, a recent article has brought to light serious accusations about a toxic work environment at Djerf Avenue, with claims of body-shaming and favoritism among staff.
In response to the allegations, Djerf expressed her regret through an Instagram post, acknowledging the challenges of rapid growth and her inexperience as a leader. She admitted to failing to create the supportive work environment she aspired to, stating, “I wish my growth happened faster.” She committed herself to becoming a better leader and creating a safe and inclusive workplace for everyone at Djerf Avenue.
Djerf has announced plans for new initiatives to improve conditions at her company, including the introduction of a more experienced management team, monthly anonymous surveys for employee feedback, and hiring an external psychologist to assess the workplace atmosphere.
While some customers have pledged to boycott Djerf Avenue following the controversy, the brand had recently experienced significant demand, as evidenced by long lines during a London pop-up store event. The financial ramifications of these allegations remain uncertain, but Djerf’s acknowledgment of her mistakes and commitment to change may foster a more positive corporate culture moving forward.
This situation illustrates a growing trend among brands and their leaders to prioritize mental health and workplace inclusivity, which is an encouraging development for the fashion industry. The proactive measures proposed by Djerf may serve as an example for others in similar positions to cultivate a healthier work environment.