In brief
Swedish influencer Matilda Djerf's brand is grappling with backlash as accusations of bullying and body-shaming surface, leaving supporters feeling betrayed.
Swedish clothing brand Djerf Avenue is in hot water as allegations of bullying and body-shaming within the company circulate, leading to rising disappointment among its fanbase. Founded by social media influencer Matilda Djerf, the brand has garnered significant popularity among young women since its inception in 2019, reportedly generating $35 million (£27.5 million) in revenue last year. However, an investigation by the Swedish newspaper Aftonbladet revealed troubling testimony from 11 past and present employees, who detailed experiences of being belittled, insulted, and publicly reprimanded in the workplace.In response to the allegations, Djerf offered a heartfelt apology to anyone who felt mistreated during her tenure, emphasizing her commitment to improvement. Nonetheless, customers like 22-year-old Sumi Mrkulic expressed feelings of betrayal, vowing never to support the brand again. Mrkulic voiced her concern after learning from Aftonbladet that models were reportedly told they "didn't fill out" certain clothing or were labeled as overweight, which starkly contradicts the brand's message of inclusivity and kindness.Another dissatisfied customer, Giulia Carrozzo, echoed similar sentiments. A day after making a purchase, she decided to return her order upon hearing the allegations, stating that the claims felt like a disavowal of the brand's purported values. Carrozzo had originally celebrated supporting a female-led business, believing it to signify progress, but felt that the toxic allegations undermined that notion. "I can't justify supporting a brand that doesn't practice the values it promotes," she articulated.In a public statement, Matilda Djerf acknowledged the concerns raised, expressing her regret for any mistreatment experienced within her team. She maintained that while she could not recognize herself in many of the allegations, she views this ordeal as an opportunity for personal and organizational growth. Djerf Avenue’s Chief Operating Officer, Pernilla Bonny, confirmed the company's awareness of a challenging work environment and outlined initiatives to foster a more supportive culture. These measures include implementing anonymous employee feedback mechanisms and conducting independent workplace assessments. With the brand facing potential ramifications from both customers and employees, its future hangs in the balance as it navigates the fallout from these serious allegations.
