Influencer Matilda Djerf Issues Apology Following Allegations of Bullying and Body-Shaming Among Company Staff
Swedish influencer Matilda Djerf is facing serious allegations after an investigative documentary by Aftonbladet revealed claims of a toxic work environment at her clothing brand, Djerf Avenue. The report includes testimony from 11 current and former employees describing instances of bullying, micromanagement, and psychological distress.
Staff members reported experiencing sleep loss, panic attacks, and returning home in tears due to Djerf’s behavior. Accusations range from public scolding to anger over minor inconveniences, such as missing coffee or someone sitting in the wrong seat. One particularly unusual allegation involved Djerf having a personal toilet, with an employee being made to scrub it after someone used it by mistake.
Other claims challenge the brand’s values of size inclusivity. In one incident, Djerf allegedly criticized a plus-size model in a campaign, stating, “We have to reshoot this because she looks so f**ing fat in these clothes.”*
Djerf’s Response
In a statement to the BBC, Djerf expressed remorse:
“If any team member has felt mistreated in their role because of my actions, I am deeply sorry, and I want to sincerely apologize. I don’t recognize myself in all the claims that have been made, but I believe it’s valuable these concerns are raised. This gives me and Djerf Avenue a chance to grow and improve.”
Pernilla Bonny, the company’s Chief Operating Officer, addressed the toilet allegation, explaining it was intended as a health precaution for Djerf. She acknowledged the situation was mishandled, stating, “Such a situation should never have occurred.”
Brand Reputation in Crisis
Djerf, who launched her online career in 2016 and founded Djerf Avenue in 2019, was listed in Forbes 30 Under 30 in 2023. The company generated $35 million in revenue last year. However, with Djerf’s personal brand deeply tied to the company, these allegations raise questions about the sustainability of its image.
Frustrated followers have voiced their discontent on social media. Comments under Djerf’s recent posts include:
- “Starting an apology with ‘if’ is not an apology.”
- “You’re only as pretty as how you treat others. Do better.”
This controversy highlights the precarious balance influencers face when personal values and workplace culture don’t align.
