Matilda Djerf, the social media darling known for her effortlessly chic photo dumps, wavy blonde curls, and successful clothing brand Djerf Avenue, has found herself at the center of controversy. A recent investigative report from Swedish outlet Aftonbladet alleged that the glamorous façade of Djerf Avenue conceals a toxic and hostile workplace environment.
The report, published on December 12, included statements from 11 anonymous current and former employees. They painted a grim picture of the company’s culture, describing it as rife with:
- Public scolding and bullying: Employees claimed that Djerf ruled with an iron fist, publicly berating staff and creating an atmosphere of fear.
- “Psychological terror”: One employee reported experiencing severe anxiety, saying, “I have never been so afraid of a person in my entire life.”
- Favoritism: Djerf reportedly restricted access to a private office toilet, allowing only select individuals to use it. Others were required to clean it if they dared to break the unspoken rule.
- Size-exclusivity hypocrisy: Despite Djerf Avenue’s body-positive branding, one source alleged that Djerf demanded a reshoot of photos featuring a plus-size model, reportedly saying, “She looks so f-cking fat in these clothes, and we can’t show it.”
The psychological toll on employees was significant, with many citing anxiety, sleeping issues, and frequent crying as direct results of their treatment at the company.
Djerf addressed the allegations via social media, releasing both a video statement on Instagram Stories and a written apology on her feed. She claimed her delay in responding was due to her prioritization of internal discussions with her team. She outlined steps to improve the work culture at Djerf Avenue, including:
- Hiring a new management team and PR professional.
- Introducing anonymous monthly employee surveys for feedback.
However, her response sparked even more backlash. Before her apology, Djerf posted a lighthearted photo dump from her trip to London. She only indirectly acknowledged the allegations in a comment on the post, stating she didn’t recognize herself in the claims. Many criticized her for burying such a serious response in a comment section instead of addressing it head-on, branding her a “mean girl” and “diabolical.”
The apology, along with the promised reforms, failed to quell public outrage. Critics labeled her response as “tone-deaf” and “performative,” accusing her of being more concerned with damage control than genuine accountability.
The allegations also sparked broader discussions about influencers and the often-hidden realities of their businesses. Djerf’s situation serves as a stark reminder that behind the curated aesthetics and viral success stories, the truth may be far less picture-perfect.
Whether Matilda Djerf can rebuild her brand’s reputation remains to be seen. The proposed changes at Djerf Avenue might improve conditions for employees, but regaining public trust will require more than surface-level reforms—it will demand transparency, accountability, and a consistent commitment to change. For now, the spotlight remains firmly on her, and not in the way she might have intended.