Swedish social media influencer and founder of the fashion brand Djerf Avenue, Matilda Djerf, has addressed allegations of workplace bullying following a revealing exposé by the Swedish news outlet Aftonbladet. Djerf, who has captivated audiences with her “clean girl” aesthetic and has amassed over three million followers on Instagram, found herself under scrutiny after reports surfaced about negative behaviors within her brand.
The exposé included alarming claims from anonymous whistleblowers, stating that models at Djerf Avenue faced body-shaming comments, with some reportedly being labeled as “fat” or told they didn’t fit properly into clothes. These accusations painted a picture of a toxic work environment where staff felt intimidated, particularly in moments of Djerf’s frustration.
In response to the allegations, Djerf took to Instagram to offer a heartfelt apology, acknowledging that the rapid growth of her brand had been overwhelming. She admitted, “I had never led a team prior to this, and under a lot of stress, high tempo, and naivety, I failed to be the leader and colleague I wish to be.” Djerf expressed her commitment to learning from this experience and creating a more inclusive workplace moving forward.
To address these issues, Djerf outlined plans for new initiatives at Djerf Avenue. This includes the formation of a more experienced management team, the implementation of monthly anonymous feedback surveys, and the introduction of an external psychologist to enhance the workplace atmosphere.
While some consumers have expressed their intentions to boycott the brand, the financial repercussions of this scandal remain to be seen. Just recently, Djerf Avenue enjoyed significant interest from customers, as evidenced by a pop-up store in London that attracted long queues.
This situation highlights the challenges faced by young entrepreneurs as they navigate the complexities of rapid business growth. Djerf’s willingness to recognize her shortcomings and take action is a promising step towards building a healthier work environment. With her message of commitment and learning, there is hope that Djerf Avenue can emerge stronger and more united as a brand that truly values its employees.
In summary, Matilda Djerf has acknowledged serious allegations against her company and is taking meaningful steps to improve the workplace culture at Djerf Avenue while addressing the concerns of her staff and followers.