Influencer Matilda Djerf speaks out after being accused of workplace bullying
Stay Ahead: Your Weekly Trend Guide
Weekly Guide To Trends In Fashion And Life
Stay Ahead: Weekly Trends In Fashion & Life
I would be interested in receiving emails regarding promotions, events, and updates from The Independent. Please check out our privacy policy for more information.
Matilda Djerf, a Swedish social media influencer and one of the founders of the well-known fashion label Djerf Avenue, has addressed claims alleging that she fostered an environment of "psychological terror" at her workplace.
Djerf, 27, who was recognized in Forbes' 30 Under 30 list, is accused of frequently shouting at her staff, compelling one employee to clean her private bathroom, and making comments that are derogatory towards overweight individuals.
On Tuesday, December 17, Djerf posted on Instagram to respond to the allegations. She expressed regret and took some time to think about her responsibilities as a leader.
"In the last few days, I've taken a step back from social media," the fashion influencer shared. "My main focus has been connecting with the Djerf Avenue team and having conversations with them. I understand that what I'm saying here doesn't provide a definitive answer or fix, but it's really important for me to express this directly to you."
Recognizing her limitations, Djerf openly shared that she felt ill-equipped to handle the swift expansion of her business. "When I launched Djerf Avenue, I never imagined it would turn into what it is now… I wasn't prepared. I had no prior experience in leading a team or starting a business. Faced with immense pressure, a fast-paced environment, and my own lack of experience, I fell short of being the leader and teammate I aspire to be. For that, I sincerely apologize."
Djerf expressed her dedication to both her personal and professional development, saying, “I really wish my progress was quicker. I want to stress that I am fully committed to doing things correctly and to keep evolving.”
In closing her remarks, Djerf expressed her dedication to fostering growth and responsibility in the future. “I'm fully committed to becoming the best leader and teammate possible. I will continue to learn and strive to make Djerf Avenue a welcoming and secure environment for everyone. I’d like to conclude by expressing my gratitude to everyone who has engaged in open and sincere discussions with me in recent days.”
Djerf Avenue, recognized for its simple Scandinavian style, has experienced significant growth since it started in 2019. Nonetheless, ex-employees shared concerns with Aftonbladet regarding purported toxic conduct taking place behind the scenes.
"She had the ability to raise her voice at you in front of everyone in the office, and I felt anxious every single day about being reprimanded," shared one of the eleven employees who spoke up.
"I don't think I've ever felt this afraid of someone before," shared another individual, as employees described experiencing "daily tears," "panic attacks," and instances of "hyperventilation."
"The report noted that a common source of stress is what many people refer to as a culture of favoritism, where individuals experience shifts in their position within the organizational hierarchy."
This also encompassed her private bathroom, reserved exclusively for Djerf’s preferred employees. When a staff member accidentally entered the restroom, it was said that another employee had to thoroughly clean the toilet before Djerf could use it once more.
In a message sent to The Independent, the influencer expressed that she couldn't see herself in these allegations.
She expressed, “I want to stress that I accept full responsibility for my actions and view this as a chance to think critically, grow, and help create a better environment for everyone at Djerf Avenue. I am committed to improving my leadership skills and will keep seeking guidance from a coach.”
