Matilda Djerf, a name that may not be familiar to many, is widely recognized for her signature thick blonde hair and swoopy bangs, which have inspired trendy hairstyles across TikTok. This Swedish influencer launched her fashion brand, Djerf Avenue, in 2019, initially offering a selection of elevated basics like gray trousers and classic button-up shirts. Her collection quickly gained popularity among fans eager to replicate her iconic Scandi aesthetic. Over time, Djerf Avenue has evolved to include a broader range of products such as home goods and loungewear, along with a cosmetics line, Djerf Beauty, further demonstrating Djerf’s influence in the lifestyle space.
At just 27 years old, Djerf boasts a substantial following of 4.5 million across TikTok and Instagram. Her notable achievements this year include being named in Forbes’ “30 Under 30” list, solidifying her status as a rising star in the fashion industry. In a past interview with The New York Times, Djerf emphasized that her vision transcends beyond fashion. She aims to create a thriving community around her brand, focusing on connection as much as style.
The growth of Djerf Avenue illustrates the power of social media in shaping new entrepreneurial ventures while fostering community among followers. Djerf’s journey inspires many aspiring influencers and business owners, proving that authenticity and personal connection can drive both brand loyalty and success.