Everything We Know About The Matilda Djerf Drama So Far

Matilda Djerf, the influencer-turned-entrepreneur behind the cult-favorite fashion brand Djerf Avenue, is at the center of a growing controversy. Accusations of a "toxic" workplace environment have surfaced, painting a picture of bullying, favoritism, and alleged body-shaming within the company. Here’s a breakdown of everything we know so far.

The controversy erupted after a Swedish newspaper, Aftonbladet, published an exposé featuring testimonies from 11 current and former Djerf Avenue employees. These individuals alleged a pattern of public berating and psychological pressure under Djerf’s leadership.

One accusation claims that Djerf reserved a private toilet for herself and select employees, reportedly punishing others who used it by assigning them to clean it. Another account alleges that Djerf made rude comments about a plus-size model during a photoshoot.

The allegations surfaced at a particularly high-profile moment for Djerf, as she was amid a collaboration with Hailey Bieber’s brand Rhode. Despite the drama, the partnership was a massive success, selling out quickly and garnering widespread attention on social media.

Djerf’s Response

Djerf addressed the allegations in an Instagram post, admitting to leadership failures and expressing regret. "I wasn’t ready. I had never led a team prior to this... I failed to be the leader and colleague I wish to be along the way. And for that, I am so, so sorry," she wrote. In the post, Djerf outlined steps her company is taking to improve its workplace culture such as a leadership overhaul and hiring a more experienced management team, as well as anonymous surveys and an "organizational psychologist" to address internal issues.

The controversy has deeply divided public opinion. Many are skeptical of the claims, pointing out that workplace conflicts are not uncommon and suggesting that Djerf’s rapid rise to fame might have amplified minor issues. Supporters also note that Djerf is apparently taking responsibility and implementing significant changes, which they view as a positive sign.

On the other hand, her critics now point to her apology as indisputable "proof" of wrongdoing and many are saying they don't accept her words as real or genuine.

For someone with Djerf’s level of influence—running a multi-million-dollar brand with a fiercely loyal fan base—remaining silent might have been the better strategic move. By apologizing, Djerf opened the door for critics to latch onto her admission, even as she tried to position it as a step toward growth and improvement. Whether there was real wrongdoing behind the allegations or Djerf simply caved to growing pressure behind the scenes, her apology has now given her haters additional ammunition.

The reality is that many of Djerf’s harshest critics are unlikely to support her no matter what. These are people who may have already resented her success, her aesthetic, or her position as a figurehead for millennial and Gen Z style. Her apology, rather than quelling the outrage, seems to have only emboldened this group, who are using it as proof of their suspicions about her character.

Ironically, public figures are often advised to avoid addressing rumors unless there’s indisputable evidence or legal ramifications. For Djerf, the allegations may have been difficult to prove or disprove in the court of public opinion. By apologizing, she has not only acknowledged the claims but has also tied herself to them, leaving her more vulnerable to further criticism.

Influencer-founders can learn something when navigating similar crises. Transparency can build trust, but it’s crucial to weigh the long-term consequences of addressing rumored allegations, particularly when dealing with critics who were never likely to be swayed in the first place.

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