Lifestyle influencer Matilda Djerf is known for creating the “Scandinavian cool-girl aesthetic” but she might soon be known as the It Girl who created a toxic-ass workplace environment. A group of 11 former employees of Djerf Avenue, Matlida’s fashion line, came forward with accusations of “psychological terror,” according to a report in Sweden’s newspaper Aftonbladet. The scandalous report made its way to English-speaking social media where it’s been roughly translated for the masses.
One former employee recounted an alleged instance of Matilda designating a specific toilet in the office as hers by placing a sign on it that said, “Please don’t use.” When that sign fell off and a not-so-favorite employee used the bathroom by mistake, Matilda allegedly forced the employee to scrub the toilet as punishment. (Uh, can someone get HR on the phone stat?) She’s also being accused of making fatphobic comments, such as saying that pictures needed to be fixed because the model looked “so fucking fat in the clothes.”
In a statement to Aftonbladet, Matilda issued an apology to the employees who came forward. “If any staff member has felt mistreated or ill-equipped in their role due to my actions, that is something I am truly sorry for and apologize for. It was never my intention to contribute to a work environment that negatively affects anyone and I am sorry that there are employees who have had such experiences.”
She continued, “However, I do not recognize myself in all the claims that have been made and choose not to comment on individual cases. However, I think it is valuable that this is highlighted, as it gives both me and Djerf Avenue the opportunity to develop and become better.”
Matilda let a few days go by after her initial apology before saying anything at length, but on December 17, she posted a notes app apology (as all celebrities do) on her Instagram page.
Matilda Djerf Breaks Her Silence On Social Media
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Matilda explained that she had been meeting with members of her Djerf team and having “honest and transparent conversations.” She wrote that she had never been in a leadership position before or under the amount of stress that she had been as being in charge of Djerf Avenue. She apologized and said, “Amongst other things, we have hired a more experienced management team, we have introduced monthly anonymous surveys to collect feedback and take action, we have also set up an external organizational psychologist to assess our workplace.” She then reaffirmed her commitment being the “best leader” she could be.
Matilda created Djerf Avenue with her boyfriend in 2019. The last five years have been immensely successful for Matilda and her brand, amassing over 4 million followers across social media platforms. But with this recent news, it’s unsure what’s next for Djerf Avenue.
