The Matilda Djerf staff controversy, explained

Just when we thought there would be no more influencer drama, we were proven wrong. Swedish influencer Matilda Djerf recently found herself in trouble at her fashion brand Djerf Avenue due to allegations from her employees. Most of the allegations are that Djerf reportedly body-shamed, bullied her coworkers, and created a toxic workplace. Her campus reached out to Djerf’s team for comment on the allegations but did not receive a response at the time of publication.

The first report about the scandal appeared in the Swedish newspaper Aftonbladet on December 12, which has since attracted media attention in the United States. After the report made headlines, Djerf said Aftonbladet“I take the criticism raised very seriously and would like to make it clear that a safe and respectful work environment is crucial to me both as a person and as a founder of Djerf Avenue.”

For those who don’t know Djerf, she is a well-known influencer with a huge fan base on social media platforms like Instagram and TikTok. She has garnered attention for her cool-girl fashion, inspiring hairstyles, and building an empire with her clothing line Djerf Avenue, which she co-founded with her longtime boyfriend Rasmus Johansson. It’s safe to say that Djerf had the It Girl factor in her career, but it all came to a head when allegations from co-workers started piling up.

Aftonbladet reported that 11 former and current employees have reported apparent mistreatment by Djerf. One employee claimed that she cleaned Djerf’s personal toilet and that she often “favored” those she most admired over others. The news agency showed a picture showing a handwritten note on the door of a bathroom that said “Please do not use,” said to have been written by Djerf himself. Other staff have pointed out that there were times when they suffered from their mental health due to the “crying spells and sleep problems” that were part of their everyday life. Because of this, working on Djerf Avenue reportedly no longer felt humane to the employers who came forward.

Employees have also claimed that Djerf has been plus-size shaming, even though the brand is labeled as inclusive. A staff member explained: “When the pictures were delivered, Matilda said they needed to be redone because she looked so damn fat in those clothes so we can’t show them.” Staff claimed they felt inclusivity within the brand’s mission did not feel genuine and also believed that Djerf did not stand for the mission either.

In an email to AftonbladetDjerf openly addressed the allegations made against her. She stated: “If any employee felt mistreated or bad as a result of my actions, I am sincerely sorry and apologize.” Pernilla Bonny, COO of Djerf Avenue, wrote in a separate statement: “We accept the shortcomings in the work environment that emerged in the allegations are very serious. We recognize that there are areas that need further development, including our leadership.”