Matilda Djerf Acknowledges Leadership Failings Amid Djerf Avenue Controversy
Matilda Djerf, founder and face of the Swedish fashion brand Djerf Avenue, has issued a heartfelt apology following allegations of workplace mistreatment, including claims of bullying and body-shaming within her company. The backlash, sparked by a recent report from Swedish news outlet Aftonbladet, has put the 27-year-old influencer-turned-entrepreneur under scrutiny, leading her to reflect publicly on her lack of preparation for the responsibilities of leadership.
“I Wasn’t Ready”: Matilda Djerf’s Public Apology
In an Instagram post, Matilda Djerf admitted to her shortcomings as a leader during a time of rapid business growth.
"When I started Djerf Avenue, I never expected the company would grow to what it is today, with so many team members and so much responsibility," she wrote. "I’ll keep learning and working to ensure Djerf Avenue is a safe, inclusive space for everyone."
The brand, founded in 2019, has gained widespread popularity for its size-inclusive wardrobe staples, such as oversized button-down shirts and trousers. With reported revenues of around $35 million (£27.5 million) last year, Djerf Avenue quickly became a favorite among young women, celebrated for its
diverse representation in marketing campaigns.
However, the allegations reported by Aftonbladet tell a different story behind the scenes. Claims include incidents where models were body-shamed, being told they "did not fill out a pair of jeans" or were called "fat."
Measures to Improve Workplace Culture
In her apology, Matilda emphasized her commitment to improving the company’s work culture, detailing actions such as:
- Hiring more experienced managers to better support staff.
- Implementing monthly anonymous surveys to gauge employee concerns and feedback.
- Working toward creating an environment that aligns with the brand’s values of kindness, inclusivity, and empowerment.
"I had never built a company prior to this, and under a lot of stress, high tempo, and naivety, I failed to be the leader and colleague I wish to be along the way," Matilda said.
Fans and Critics Respond
The controversy has prompted mixed reactions from customers and fans. Many have expressed disappointment, especially given Matilda’s public image of championing inclusivity and body positivity.
Evie Summers, a 19-year-old journalism student who attended Djerf Avenue’s first-ever London pop-up shop, called the allegations "incredibly disappointing and discouraging to the young, impressionable people who adore her."
"As someone admired not only for her designs but also for her lifestyle and values, it’s crucial that Matilda reflects those same values in her treatment of staff," Summers added.
Meanwhile, Samantha Rogers, a 32-year-old London resident, noted that the controversy highlights the importance of brands living up to their promises.
"I’m definitely sad about what’s happened, but I also think it’s great that brands are being called out when they don’t stick to the values they promote," Rogers said. "If your brand doesn’t feel real, it won’t stand the test of time."
Djerf Avenue’s Rise and Reckoning
Since its launch, Djerf Avenue has become synonymous with minimalist, timeless fashion and inclusive representation. Its rapid growth culminated in its 10-day London pop-up event, which drew enthusiastic crowds, with some customers queuing for up to three hours before the store opened.
However, this latest controversy threatens to overshadow the brand’s achievements. As the company faces scrutiny, Matilda Djerf’s promise to rebuild trust with her fans and staff may determine Djerf Avenue’s future.
"I’m committed to getting it right," Matilda wrote, expressing hope that her efforts to improve leadership and workplace culture will resonate with those who have supported her journey.
A Reminder for Modern Brands
The allegations against Djerf Avenue underscore a growing trend in consumer expectations: brands must practice what they preach. As customers increasingly prioritize values like inclusivity and kindness, companies are being held accountable for living up to their messaging.
For Djerf Avenue, the road to redemption will depend on its ability to turn promises into action, ensuring that the values it markets externally are upheld internally.