Apology and Accountability: Matilda Djerf Addresses Backlash at Djerf Avenue

Matilda Djerf, the founder and CEO of the Swedish fashion brand Djerf Avenue, has publicly apologized following a backlash stemming from allegations of staff mistreatment, including bullying and body-shaming. This controversy was ignited by a recent report from Aftonbladet, a Swedish news outlet, which highlighted claims that some models experienced demeaning comments regarding their body sizes.

In her Instagram post, the 27-year-old influencer acknowledged her shortcomings in leadership, stating, “I wasn’t ready” to handle the responsibilities that come with leading a rapidly growing company. Djerf expressed her commitment to improving the work culture at Djerf Avenue and outlined plans to hire more experienced managers as well as implement monthly anonymous surveys for staff to gather feedback on their experiences.

Djerf Avenue, which was founded in 2019 and reached impressive revenues of approximately $35 million in the past year, has built a significant following among young women, thanks to its offerings of size-inclusive fashion staples like oversized shirts and trousers. Despite its popularity, the brand has come under fire from customers and media for the reported toxic work environment, accentuated by comments made toward models during fitting sessions.

Evie Summers, a journalism student who attended Djerf Avenue’s first pop-up shop in London, expressed disappointment in the allegations against Djerf, suggesting that they could be discouraging to the brand’s youthful, impressionable fanbase. She emphasized the importance of Djerf’s accountability, given her established lifestyle and brand values promoting kindness and inclusivity.

In her response, Djerf reiterated her dedication to evolving as a leader and pledged to foster a safe and inclusive environment for her team. She reflected on her journey as an entrepreneur, admitting to past naivety and the intense pressure associated with her brand’s growth.

The incident has resonated with the public, with London resident Samantha Rogers noting the significance of brands adhering to their professed values. She remarked on the sadness of the situation but acknowledged the positive aspect of brands being held accountable when they fail to live up to their mission statements.

Djerf’s message signals a pivotal moment for both her as a leader and the brand, showcasing the critical need for transparency, accountability, and a commitment to employee welfare in the fashion industry.