Matilda Djerf, the 27-year-old Swedish influencer and co-founder of the popular fashion brand Djerf Avenue, has found herself at the centre of a workplace scandal. In a damning exposé by Aftonbladet, current and former employees of her company have accused Djerf Avenue of fostering a toxic work environment marked by bullying, favouritism, and body-shaming.
What Are the Allegations?
According to Aftonbladet and Fast Company, employees reported experiencing panic attacks, sleepless nights, and emotional distress during their time at the company. Accusations against Djerf include yelling at staff, name-calling, and creating an atmosphere of fear over minor issues, such as improperly heated food or office seating arrangements.
One particularly troubling claim involved a “personal toilet” reserved for Djerf, which was reportedly scrubbed by staff after an employee mistakenly used it. Another former worker described the environment as “psychological terror.”
In response to the allegations, Djerf Avenue released a statement acknowledging the issues and outlining the steps the company is taking to address them.
“This is ongoing work, and this year, we’ve made some important changes to improve the work culture at Djerf Avenue,” the statement reads. Measures include hiring an experienced management team, introducing monthly anonymous surveys, and consulting an external organisational psychologist. The company is also in the process of bringing in an additional HR professional.
Matilda Djerf’s Reaction
Matilda Djerf broke her silence in a lengthy Instagram post on 17 December. She expressed regret for her leadership failings and apologised to those she had hurt.
“When I started Djerf Avenue, I never expected that the company would be what it is today, with so many team members and so much responsibility,” Djerf wrote. “I wasn’t ready. I had never led a team prior to this… I failed to be the leader and colleague I wish to be along the way. And for that I am so, so sorry.”
She attributed some of the issues to the stress and rapid growth of the company, which generated $35 million in revenue last year, per the BBC.
While Djerf has vowed to learn from these experiences and improve, the allegations have sparked widespread conversations about workplace culture in influencer-led brands. The question now is whether Djerf Avenue can regain the trust of its employees and customers as it implements these changes.
The controversy has cast a shadow over a company once celebrated for its minimalist designs and sustainable ethos, forcing its leadership to confront whether the brand’s external image aligns with its internal practices.