What is happening to Matilda Djerf?

If her name doesn’t ring a bell, you’ve likely seen her image online. Matilda Djerf, a Swedish influencer with 3 million followers, has become famous for her blonde voluminous hair and her minimal, borderline basic style (yes, she’s the reason all the blazers we see around are oversized). Last week, Djerf, the queen of the clean girl aesthetic, was accused of bullying, body-shaming, and favoritism toward her employees. Reports suggest that one of her employees was punished by being forced to clean Djerf’s private bathroom after using it without permission. And that’s not all.

What happened to Matilda Djerf? Aftonbladet's video investigation

Let’s take a step back. In 2019, Djerf launched her brand, Djerf Avenue, known for its floral prints and soft tones (imagine a Brandy Melville equivalent for those over 25). Ethically produced – as claimed – in Portugal and Italy, the brand is headquartered in Stockholm. The brand already faced controversy last year when CEO Djerf filed lawsuits against several TikTok creators, accusing them of copying her brand’s prints.

On Thursday, December 12, the Swedish daily Aftonbladet published a video investigation where eleven employees, both former and current, revealed the toxic atmosphere pervading the company. One account described how Djerf had reserved a bathroom in the office exclusively for herself and her “favorite” employees. It emerged that the influencer had placed a post-it note on the door saying “Please do not use!” (complete with a heart drawn next to it). Unfortunately, the note fell off, and one of the non-authorized employees used the bathroom and was subsequently punished by being made to clean it. Another former employee stated that Djerf made derogatory remarks after a photoshoot with models, adding that such comments were frequent (“She often commented on people’s bodies and appearances”).

Matilda Djerf’s response to the accusations

Through screenshots of phone notes – the Instagram equivalent of press releases – Djerf stated that she had been silent on social media in recent days because her priority had been meeting with the Djerf Avenue team to discuss the matter. She expressed regret toward those she may have hurt or disappointed, adding that when she started Djerf Avenue, she never expected the company to grow so significantly and admitted to failing to be the leader she aspired to be along the way. Meanwhile, Djerf lost 130,000 followers in one week. While the situation unfolds, the testimonies from Djerf Avenue employees raise significant questions about the internal dynamics of a company celebrated as a symbol of inclusivity.