Fashion guru Matilda Djerf issues groveling apology over shocking bullying allegations made by employees

Swedish fashion influencer Matilda Djerf has finally issued an apology after employees claimed that she forced them to scrub toilets and that she slammed ‘fat’ models.

Matilda founded the clothing brand Djerf Avenue with her boyfriend Rasmus Johansson in 2019 with a focus on inclusivity and sustainability.

Their company reached $35 million in just four years and was a hit on TikTok with Gen Z women who wanted to emulate her ‘clean girl’ aesthetic and lifestyle. 

The brand says its world is ‘filled with kindness, inspiration, respect and the perfect wardrobe staples,’ according to its website.

Despite the tagline, the brand’s employees have since spoken out against her. 

Matilda, who made the prestigious Forbes 30 Under 30 list in 2023, has been accused of ‘regularly’ making employees ‘cry by yelling or belittling them.’

Matilda, 27, responded to the backlash about the toxic work environment at her company Djerf Avenue on Instagram Tuesday.

The much-anticipated response came after the Swedish newspaper Aftonbladet published shocking allegations from 11 current and former employees. 

Matilda founded the clothing brand Djerf Avenue with her boyfriend Rasmus Johansson in 2019 with a focus on inclusivity and sustainability

Their company reached $35 million in just four years and was a hit on TikTok with Gen Z women who wanted to emulate her ‘clean girl’ aesthetic and lifestyle

Matilda said she was ‘genuinely sorry,’ explaining in a lengthy message to her three million followers, ‘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 prior to this, I had never built a company prior to this, and under a lot of stress, high tempo and naivety I failed to be the leader and colleague I wish to be along the way,’ the influencer admitted. 

‘I wish my growth happened faster. I really want to underline that I’m extremely committed to getting it right and to continuing growing,’ Matilda, who also posted an apology video on her Instagram Story, continued. 

Matilda promised that she had ‘made some important changes to improve the work culture,’ including hiring a ‘more experienced management team,’ and launching ‘monthly anonymous surveys to collect feedback.’ 

‘I’ll be learning and working to ensure Djerf Avenue is a safe, inclusive space for everyone,’ the fashion designer said in her lengthy message, before thanking ‘all of you who’ve had honest and transparent conversations with me over the past few days.’ 

Despite the response, she did not reply to any of the allegations directly, which include creating a culture of ‘psychological terror’ that left employees ‘crying,’ ‘broken,’ and suffering from ‘panic attacks’ when she would lash out at random. 

Some of her past employees also said they had trouble sleeping.  

Matilda was also accused of making fatphobic comments about plus size models by former employees. 

Matilda said she was ‘genuinely sorry,’ explaining in a lengthy message to her three million followers, ‘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’

Many of Matilda’s former fans were left unimpressed with her apology, with some saying she was ‘only sorry’ because she was caught in the exposé

‘When the pictures were delivered, Matilda said they had to be redone because she looks so f***ing fat in these clothes, so we can’t show it,’ one employee alleged. 

Another employee claimed that the social media creator often ‘commented on people’s bodies and appearance.’ 

An employee alleged that Matilda had a specific toilet in her office that was reserved for her ‘favorite’ colleagues, and after an employee who wasn’t allowed used it, they were forced to scrub the toilet. 

Many of Matilda’s former fans were left unimpressed with her apology, with some saying she was ‘only sorry’ because she was caught in the exposé.

One said, ‘The different bathrooms situation has no excuse girl, sorry.’ 

Another said they would only forgive her if she steeply discounted all of her brand’s products as an apology.