Ultimate Gen Z It Girl and founder of Djerf Avenue Matilda Djerf has been called out by former employees who have come forward with serious allegations.
The Swedish influencer and entrepreneur is facing accusations of bullying, creating a toxic work environment, and engaging in discriminatory behaviour.
Who is Matilda Djerf?
Matilda Djerf is a 27-year-old Swedish influencer with a massive following of over 4.5 million across TikTok and Instagram. She’s best known for her Scandi cool-girl aesthetic, minimalist corporate-core fashion, and her signature bouncy blonde hair.
No seriously, I feel like she single handedly convinced an entire generation that they would look good with curtain bangs.
What is Djerf Avenue?
Founded in 2019 by Matilda and her boyfriend Rasmus Johansson, Djerf Avenue is a fashion line that sells clothing staples, hair products, and homewares. The brand really popped off during the COVID years, with hundreds of girlies rushing to order oversized blazers worn by Matilda herself and fighting to get their hands on the label’s signature yellow floral robe.
Djerf Avenue has done pop-up stores in major cities like Stockholm, London, and New York and has even collabed with fellow It Girls Hailey Bieber and Sofia Richie. Djerf Avenue reached $35 million in revenue in just four years.
What are the accusations from Djerf Avenue employees?
A scathing report by Swedish newspaper Aftonbladet has revealed allegations from 11 former and current Djerf Avenue employees. The accusations paint a picture of a workplace rife with “psychological terror” and bullying.
One employee told Aftonbladet, “The company’s outward image is nothing like the reality of working here — it’s the exact opposite.”
Some of the most shocking claims include:
- Djerf allegedly lined up employees and yelled at them. As one employee recounted, “There are times when she has lined up employees and yelled at them and said how bad they are at their job.”
- Employees reported experiencing severe emotional distress. “People feel terribly bad. I’ve never seen so many people so broken,” said a former employee.
“It finally became everyday life: How many people will cry today? How many cried yesterday? Will I cry today?”
- Djerf allegedly had a private bathroom that only she and her “favourites” could use. An employee claimed, “She doesn’t even want to go to the same toilet as us employees. We are not fellow human beings or colleagues to her.”
Apparently the bathroom had a sign on the door that said “please do not use!” in English. When the sign fell down an employee was allegedly made to scrub the toilet because it had been used by someone Matilda hadn’t approved of.
- Accusations of fatphobia, with Djerf allegedly refusing to use photos of a plus-size model, saying, “We have to reshoot this, because she looks so fucking fat in these clothes. We can’t show that.”
- Claims of body-shaming comments towards employees. One employee stated, “To one person, she said that her butt didn’t fill out the jeans. And to another, she said that her butt filled up the jeans too much.”
The workplace environment was described as incredibly psychologically damaging. “Every day, there’s a psychological terror in that office,” said one person.
Another added, “I was scared of Matilda. I didn’t like it when she was in the room.”
How have fans reacted to the allegations?
Fans are understandably upset by these allegations. Many have flooded Djerf’s personal and brand social media accounts with comments expressing their disappointment. Some followers have even stated they plan to boycott the brand in light of the accusations.
“Unfortunately unfollowing, terrible behavior of you. If you can’t see your employees as fellow humans, how are you supposed to see your fans as one? Exposing others to bullying and harassment is completely mindless, remember we are living in the year!! You need to take responsibility for your behavior and get down to earth a bit,” said one user on Instagram.
“How can you as the face out of a company, treat your employees and former employees like garbage? How can you go to bed proud at the end of the day when you insult employees at your company about their appearance?” asked another.
Has Matilda responded to the Djerf Avenue accusations?
Matilda has since responded to the allegations. She told Aftonbladet that she feels “truly sorry” and apologised for any instances where workers felt mistreated.
In a statement, she said:”I take the criticism that has come forward very seriously and want to be clear that a safe and respectful work environment is crucial for me, both as a person and as the founder of Djerf Avenue.
“If any staff member has felt mistreated or ill-equipped in their role due to my actions, that is something I am truly sorry for and apologise for,” she continued.
“It was never my intention to contribute to a work environment that negatively affects anyone and I am sorry that there are employees who have had such experiences.”
What happens now?
As the story continues to unfold, it remains to be seen how these allegations will impact Djerf Avenue and Matilda Djerf’s career. We can only hope that the company addresses these issues head-on to regain trust from both employees and customers.
This situation definitely serves as a stark reminder that no matter how aesthetic and pretty something might seem, you can never really tell what’s going on beneath the surface.
Lead image: Matilda Djerf/ Djerf Avenue via Instagram
The post Djerf Avenue Staff Accuse Influencer Matilda Djerf Of ‘Psychological Terror’ In Toxic Workplace appeared first on PEDESTRIAN.TV .
