A well-known social media figure has apologized following a report from a Swedish tabloid that accused her of fostering a “work environment filled with fear and psychological pressure” at her fashion label, Djerf Avenue.
Matilda Djerf took to Instagram on Tuesday to express her heartfelt regret to anyone she has “hurt or let down” after Aftonbladet disclosed that staff members at her brand had faced instances of public humiliation, bullying, along with a prevailing “culture of favoritism and control.”
The tabloid’s article, released last week, included testimonies from 11 anonymous current and former employees of the Swedish fashion marque. Several of these insiders recounted experiences of panic attacks, anxiety, and trouble sleeping during their tenure at Djerf Avenue.
One anonymous employee revealed to Aftonbladet that Djerf, known for advocating inclusivity, demanded a reshoot of a picture featuring a plus-sized model, explicitly stating that the model appeared “too fat” in the clothes with colorful language. Another individual mentioned that Djerf installed a private toilet at the company that was reserved solely for her and “her favorites.” According to the report, one employee was even tasked with cleaning that toilet after someone else mistakenly used it.
In her Instagram statement, where she has amassed a following of 3 million, the 27-year-old conveyed her astonishment at the rapid growth of Djerf Avenue. “When I started Djerf Avenue, I never anticipated it would evolve into what it is today, with so many team members and such significant responsibilities,” she wrote. Djerf admitted to feeling unprepared, citing her lack of prior leadership experience or expertise in building a business, which led her to fall short in her role as a leader and colleague. “For that, I am profoundly sorry,” she added.
The founder also emphasized that the company, which sells clothing, beauty products, and home goods, is undertaking “important changes” to enhance workplace culture. Plans are underway to recruit a “more seasoned” management team and engage with an outside organizational psychologist to provide support for employees.
It was mentioned in her post that Djerf Avenue will implement monthly anonymous surveys to gather feedback from staff. Last year, Matilda Djerf was recognized on Forbes’ “30 under 30” list, alongside her partner Rasmus Johansson, who co-founded the brand with her in 2019.
Recognized for her signature “clean girl” aesthetic and lively hair, Djerf recently collaborated in a notable campaign with Hailey Bieber’s skincare and beauty line, Rhode.