Matilda Djerf is a name that may not ring a bell for everyone, but her signature blonde hair, characterized by thick swoopy bangs, has gained significant attention and inspired many trending hairstyles on TikTok. The 27-year-old Swedish influencer launched her fashion brand, Djerf Avenue, in 2019, offering stylish yet simple pieces like gray trousers and classic button-up shirts for fans eager to adopt her Scandi-inspired aesthetic.
Since its inception, Djerf Avenue has successfully expanded its offerings to include loungewear and home goods, as well as a cosmetics line named Djerf Beauty, which features a range of hair products. With a social media following that totals 4.5 million on TikTok and Instagram, Djerf is a notable figure in the influencer community. In recognition of her achievements, she was celebrated on the Forbes “30 Under 30” list in 2023.
In a statement to The New York Times in 2022, Djerf emphasized her brand’s mission, stating, “We try to be more than a fashion brand. We are just as focused on building a community.” This commitment to community-building sets her apart in the competitive world of fashion and beauty.
Djerf’s journey showcases the potential for influencers to create meaningful connections with their audiences while successfully growing their brands. Her focus on community engagement and quality products offers a refreshing perspective in an industry often characterized by fleeting trends.
Overall, Matilda Djerf’s rise illustrates the power of social media and personal branding, portraying a narrative of creativity and connection in the ever-evolving landscape of fashion.