Matilda Djerf in the storm: here’s what happened to the Swedish influencer and entrepreneur

Matilda Djerfborn in 1997, has long been among the most loved and followed influencers. Her unfiltered images, her flowing hair, her minimalist and chic style have invaded social media and she has quickly become one of the most sought after people for inspiration in terms of style and attitude. The 27-year-old launched the its brand of clothing Djerf AvenueFor sell the imagination effortless and curated that he let leak from his feed and land directly in the closets of his followers.

Its media power from trendsetters is comparable to that of Hailey Bieber. The latter, not surprisingly, chose to collaborate with Matilda Djerf for the Christmas collection of her beauty brand Rhode.

What seemed like a brilliant marketing choice turned out to be a flop in timing as, a few days later, the Aftonbladet magazine published a documentary starring Matilda Djerf’s current and former employees, as they revealed an unprecedented and terrifying side of their boss.

The identikit that emerged from this collective complaint is that of one mean girlto make Regina George pale, far from the image of the neighbor next door who is always kind and ready to give us her eggs or sugar.

According to the voices questioned, Matilda Djerf would be a very strict and bully bossready to humiliate and scream at her collaborators if they don’t bring her coffee, serve her food without having heated it or sit in the wrong place. There are those who say that Matilda Djerf would not have hidden her disgust when she learned that her resources had arrived at the office using public transport. A worker also said that she had to take lots of photos of a model because she was, according to Djerf, “too fat”. The businesswoman even denied her employees access to her bathroom and, when one of them used it by mistake, she had a colleague clean the room.

In general, therefore, a toxic and not very inclusive workplace is described, far from the fairy-tale narrative that had emerged so far about the founder and the brand.

Matilda Djerf broke her silence, pinning a comment under her latest post and writing: «Creating a safe, inclusive and respectful space has always been essential to me, both as a person and as the founder of Djerf Avenue. I take these allegations very seriously and if my actions have made anyone feel mistreated, I sincerely apologize. Inclusion is one of my core values ​​and the foundation of everything I’ve built with the brand. I deeply value everyone who represents us and am committed to ensuring they always feel valued, included and supported. If anyone has felt otherwise I am truly sorry. I don’t recognize myself in all the accusations made, but I see them as an opportunity to listen, grow, take full responsibility as a leader. I am committed to reflecting, improving and promoting a better culture for all, with the advice and guidance of a coach and continuous feedback.”

It’s true, users are tired of receiving the canonical apology videos that are designed around a table and are all the same but, even in this case, they are not at all satisfied with the way in which their (ex) favorite has decided to respond: a few lines under a post is not, according to them, sufficient to free themselves from accusations of this caliber.

There has been damage to the image: there are those on TikTok and IG who regret having taken advantage of the brand’s discounts (pre-storm) and are now considering whether to make a return, those who want to boycott Djerf Avenue and not buying anything anymore, those who stopped following the influencer and those who say they are relieved to have never bought anything.

However, there is no shortage of those who defend her, many find it difficult to believe that the image that Matilda has sold of herself, all these years, not only does not correspond to the truth but that she is exactly the opposite of what appears.

We just have to see how the matter will evolve, but one thing is certain: the virtual veneer of perfect personalities with seemingly perfect lives is increasingly faltering.