Matilda Djerf has been criticized for a “disrespectful” post on Instagram after being accused of inflicting “psychological terror” on employees.
The influencer, 27, from Boras, Sweden, founded clothing company Djerf Avenue, which made $35 million in revenue last year, with her long-term boyfriend, Rasmus Johansson, in 2019.
Despite the brand’s focus on inclusivity and sustainability, an investigation by the Swedish newspaper Aftonbladet Earlier this month he revealed that Matilda’s management style left her employees feeling “devastated”.
11 current and former Djerf Avenue employees revealed that the stressful work environment left them having trouble sleeping, while others said they even sought psychological help.
Elsewhere in the investigation, Matilda, who made the prestigious Forbes 30 Under 30 list in 2023, was accused of complaining that a plus-size model looked “too fat” in the brand’s clothing and refused to wear the images on the Djerf Avenue website.
What’s more, another employee alleged that Matilda had a specific bathroom in her office reserved for her “favorite” colleagues and demanded that a worker clean it because she used it by mistake.
Five days after the investigation was published, the influencer, who lost 200,000 followers as a result, posted a humiliating apology online, insisting she was “really sorry” and saying she had been under “a lot of stress.”
Two and a half weeks after the scandal, Matilda has shared a series of images from her Christmas vacation that critics say are “disrespectful.”
Pictured: Influencer Matilda Djerf behind the scenes of her partnership with Rhode Beauty before bullying allegations emerged.
Yesterday afternoon, the social media star, who recently teamed up with Hailey Beiber’s Rhode beauty company on a holiday collection, posted eight photos from her recent break and put a love heart and teapot emoji in the caption .
The first image shows her walking her dog Rufus, four, along a coastal path, while another captures the pampered pooch wrapped in a duvet.
The carefully curated ‘photo dump’ also shows a breakfast table, Matilda dipping her green Hunter wellies into the sea and the influencer wrapped in pink checked pajamas.
As well as including an image of a seashell on a beach, Matilda, who recently opened a pop-up on Djerf Avenue in London, ended the post with a video of the pier shrouded in a winter fog.
The post racked up 65,000 likes in less than 24 hours and sparked fierce debate in the comments, with most liked thoughts criticizing Matilda’s quick return.
One responded: “Then you will act as if nothing happened.”
Another joked: “Time to relax after yelling at my employees all year.”
Meanwhile, a third said: “Lol the ‘let’s make it look peaceful and reflective’ aesthetic after the chaos is very trendy.”
Yesterday afternoon, the social media star posted eight photos from her recent break and put a love heart and teapot emoji in the caption.
The post racked up 65,000 likes in less than 24 hours and sparked fierce debate in the comments, with the most liked thoughts criticizing Matilda’s quick return.
“Matilda, you need to make changes and take responsibility,” wrote a fourth. “This is not respectful.”
However, others felt Matilda, who has now apologized several times, had done enough.
Jumping to his defence, one fan wrote: ‘Wow guys…really?? What happened is really bad, but I’m sure she feels really bad about it all too.
‘Do you really think that posting hateful comments makes you better…? We are all human beings and sometimes we make mistakes.
‘Let her learn from this, give her the opportunity to grow as a person…let’s be nice to each other, right?’
Another responded: “Delete and block all these people who don’t support you and still want you to be punished after you’ve addressed this and apologized.”
‘They don’t deserve to see anything you’re doing in your life. I hope you have a wonderful new year.’
“Sending you a warm hug, Matilda,” said a third. “This storm will pass.”
Tessa Barton, Matilda Djerf, Julie Sarinana AHEAD of Elyse Walker x David Koma Dinner in Paris in 2019
The carefully curated ‘photo dump’ also shows a breakfast table, Matilda dipping her green Hunter wellies into the sea and the influencer wrapped up in pink checked pajamas.
Pictured: Matilda Djerf’s four-year-old dog Rufus appeared several times in Instagram ‘photo dump’
11 current and former Djerf Avenue employees revealed that the stressful work environment left them having trouble sleeping, while others said they even sought psychological help.
Despite Djerf Avenue’s focus on inclusivity and sustainability, an investigation by Swedish newspaper Aftonbladet earlier this month revealed that Matilda’s management style left its employees feeling “broken.”
Jumping to his defence, one fan wrote: ‘Wow guys…really?? What happened is really bad, but I’m sure she feels really bad about it all too.
Before the investigation was published, Matilda Djerf had 3.1 million followers on Instagram, but this has now fallen to 2.9 million.
Matilda was inspired to launch Djerf Avenue after her experience as a model, having previously revealed how a brand “edited her to look three sizes too small”.
she said Forbes: ‘I seriously questioned it, knowing that what these companies showed online was not what the customer was getting when they ordered the clothes.’
In a personal statement on the brand’s website, Matilda said that “the world of Djerf Avenue is full of kindness, inspiration, respect and the perfect wardrobe essentials.”
Following the investigation, Matilda did not attempt to deny the allegations, although she insisted that she “didn’t own up to all the claims made” in an Instagram comment pinned to her most recent post at the time.
The influencer, 27, from Boras, Sweden, founded clothing company Djerf Avenue, which made $35 million in revenue last year, with her long-term boyfriend Rasmus Johansson (pictured) in 2019.
Matilda Djerf (pictured), 27, has been accused of shaming plus-size models in an Aftonbladet investigation.
In a later apology, he explained: ‘When I started Djerf Avenue I never expected that the company would be what it is today, with so many team members and so much responsibility. I wasn’t ready.
‘I had never led a team before this, I had never built a company before this, and under a lot of stress, high pace and naivety I failed to be the leader and colleague I wanted to be along the way.
‘I wish my growth was faster. I really want to stress that I am extremely committed to doing well and continuing to grow.’
Matilda promised that she had “made some important changes to improve work culture”, including hiring a “more experienced management team” and launching “monthly anonymous surveys to gather feedback”.
“I will learn and work to ensure that Djerf Avenue is a safe and inclusive space for everyone,” the fashion designer said in her lengthy message, before thanking “all of you who have had honest and transparent conversations with me in the past.” a few days.”