Backlash Hits Djerf Avenue as Bullying Allegations Surface

Djerf Avenue is dealing with negative reactions from customers following claims of bullying and body-shaming by employees. Founder Matilda Djerf issued an apology while customers re-evaluate their support for the previously celebrated brand.

Swedish fashion label Djerf Avenue, spearheaded by influencer Matilda Djerf, is witnessing significant pushback from fans in the wake of troubling allegations surrounding its workplace culture. An exposé by Aftonbladet unveiled claims from 11 current and former employees of the brand, detailing experiences of verbal abuse and body-shaming within the work environment.

Djerf, 27, expressed her regret in a statement made to the BBC, articulating her deep sadness for any team member who has not felt respected or valued under her leadership. Nevertheless, young customers like 22-year-old Sumi Mrkulic from London have declared their intention to cease support for the brand. Sumi highlighted specific allegations—reportedly, some models were told they did not fit well in jeans, while others faced being labeled as overweight.

The brand's public image promotes a space filled with "kindness, inspiration, and respect," focusing on inclusivity and diversity within its marketing efforts. Sumi has described the supposed practices as “performative” and “spineless,” undermining the brand's message of body positivity.

Giulia Carrozzo, a 20-year-old customer from Germany, echoed similar sentiments, stating that the recent reports had devastated her faith in the brand's mission. Having received her order just before the accusations surfaced, she decided to return it, emphasizing that supporting a company built on empowerment felt hollow given the allegations of body-shaming and a hostile work environment.

Matilda Djerf has been recognized for her contributions to the retail landscape, even making it onto Forbes’ 30 under 30 list in 2023. In her response, she introduced a sense of accountability, expressing a wish for reflection and improvement for her company. "I take full responsibility and see this as a chance to reflect, grow, and contribute to a better culture for everyone at Djerf Avenue," she declared.

Additionally, Djerf Avenue’s COO, Pernilla Bonny, confirmed that the company is aware of the challenges they face and has begun addressing them through the implementation of monthly anonymous employee surveys, setting up an independent whistleblower system, enhancing the management team, and involving an external psychologist to assess workplace dynamics.