Matilda Djerf, the influencer behind Djerf Avenue, faces backlash following allegations of a toxic work environment. Accusations include bullying and body-shaming, prompting Djerf to apologize and commit to improving workplace culture. The fast-growing fashion brand, known for inclusivity, is under scrutiny as Djerf pledges to enhance leadership and accountability.
Matilda Djerf, a prominent Swedish influencer and founder of the fashion brand Djerf Avenue, is at the center of controversy following allegations of a toxic workplace environment. Reports have surfaced accusing her of bullying, favoritism, and body-shaming within her company. In response, Djerf has issued a public apology, acknowledging her lack of preparedness for the rapid growth of her business and outlining steps to improve the work culture at Djerf Avenue.
The controversy began when Swedish tabloid Aftonbladet published a report detailing accusations from 11 current and former employees of Djerf Avenue. These allegations included claims of workplace bullying, favoritism, and body-shaming. Employees described a culture of 'psychological terror,' with reports of being yelled at publicly and subjected to favoritism. One particularly troubling claim involved a reserved toilet for Djerf and her favorite employees, with others being forced to clean it if used improperly. These accusations have cast a shadow over the brand, which is celebrated for its inclusivity and diverse representation[1][2].
In light of the allegations, Matilda Djerf took to Instagram to issue a public apology. She expressed regret for her actions and acknowledged her lack of experience in managing a rapidly growing company. 'I wasn't ready,' she admitted, noting that she had never built a company or led a team before. Djerf emphasized her commitment to personal and professional growth, stating her desire to become the leader and colleague she aspires to be. She outlined measures being taken to improve the work culture at Djerf Avenue, including hiring more experienced managers and implementing anonymous staff surveys[3][4].
Djerf Avenue has announced several initiatives aimed at transforming its workplace culture. These include the appointment of an external organizational psychologist and additional HR professionals to support the team. The company is also conducting monthly anonymous surveys to gather employee feedback and address concerns. Djerf has expressed her determination to create a safe and inclusive environment for all employees, aligning with the brand's public values of kindness and inclusivity. The company, which reported $35 million in revenue last year, is under pressure to reconcile these values with the allegations made against it[5].
As Djerf Avenue faces scrutiny over its workplace practices, Matilda Djerf's response highlights her commitment to addressing the issues and fostering a positive work environment. The controversy serves as a reminder of the importance of aligning brand values with internal company culture. Djerf's acknowledgment of her shortcomings and her outlined steps for improvement are crucial in rebuilding trust with employees and customers alike. The situation underscores the challenges of managing rapid growth and the necessity for effective leadership in maintaining a healthy workplace.
"I wasn't ready. I had never led a team prior to this, I had never built a company, and under a lot of stress, high tempo, and naivety I failed to be the leader and colleague I wish to be." - Matilda Djerf
"If your brand doesn't feel real, it won't stand the test of time." - Samantha Rogers
"I wish my growth happened faster. I want to underline that I’m extremely committed to getting it right and to continuing growing." - Matilda Djerf