Matilda Djerf may not be a household name for everyone, but her signature thick, blonde hair and swoopy bangs have made a lasting impression, particularly on platforms like TikTok. The Swedish influencer founded her fashion brand, Djerf Avenue, in 2019, creating a lineup of elevated basics such as gray trousers and stylish button-up shirts. This collection has resonated with fans drawn to her distinctive Scandi aesthetic. Over time, Djerf Avenue has evolved to include home goods and loungewear, alongside a cosmetics line, Djerf Beauty, which also offers hair care products.
At just 27 years old, Djerf boasts an impressive following of 4.5 million across TikTok and Instagram. Her talents and contributions to the fashion industry earned her a spot on Forbes’ “30 Under 30” list in 2023, solidifying her status as a rising star in the business.
In an interview with The New York Times, Ms. 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 fostering connections highlights the positive impact she aims to have beyond just fashion, creating a space for like-minded individuals to engage and collaborate.
This story serves as an inspiring reminder of how personal style and community building can intertwine, showcasing the potential for growth and innovation in the fashion industry.