Influencer Matilda Djerf's Brand Under Fire for Workplace Bullying Allegations

Amid claims of bullying and body-shaming from former employees, influencer Matilda Djerf apologizes as fans reconsider their support for her brand.

Swedish clothing label Djerf Avenue, founded by influencer Matilda Djerf, has come under intense scrutiny following allegations of a toxic work environment and body-shaming practices within the company. A report by Aftonbladet highlighted testimonials from 11 current and former employees who described negative experiences, including being belittled and verbally abused.

In response to the allegations, Djerf expressed her regret to those who have felt wronged and emphasized her commitment to fostering a healthy workplace. However, many fans have voiced their disappointment, including 22-year-old Sumi Mrkulic from London, who declared her intention to sever ties with the brand. “It feels like a betrayal of the values they claim to uphold,” she stated, referring to the reported body-shaming language used towards models.

The brand, celebrated for its commitment to inclusivity and empowerment, faces a trust crisis among its advocates. Giulia Carrozzo, 20, from Germany, who recently received a Djerf Avenue shipment, announced plans to return her order in light of the allegations. "I thought I was supporting female empowerment, but these allegations contradict everything the brand stands for," she lamented.

Matilda Djerf, recognized on Forbes' 30 under 30 list in 2023 for her achievements in retail, acknowledged the concerns and asserted her dedication to personal growth and improving workplace culture within her company. Djerf Avenue's chief operating officer, Pernilla Bonny, stated that steps are being implemented to confront the company’s internal issues, including anonymous employee surveys and an independent workplace evaluation.

As the investigation unfolds, customers continue to demand transparency and accountability from Djerf Avenue, placing the future of the brand in jeopardy while highlighting the critical importance of aligning corporate actions with stated values.