What is the controversy surrounding Matilda Djerf? Age and all about the influencer as employee allegations go viral 

Djerf Avenue founder Matilda Djerf has seemingly found herself in hot water after her former employees alleged that she bullied them, fat-shamed them, and also once demanded an employee to clean her personal toilet. The allegations were exclusively reported by Swedish newspaper Aftonbladet and are now making rounds online. The social media sensation has since addressed the allegations through the same news outlet.

For those uninitiated, Matilda Djerf is a 27-year-old fashion influencer who was born in Boras, Sweden. She initially gained popularity for her travel and fashion content. As she grew a massive following online, she went on to found her own clothing brand, Djerf Avenue, which has become a fashion staple among fashion followers.

Aftonbladet reported that 11 former and current employees of the brand alleged that they were mistreated by the influencer. The report was accompanied by a video where employees claimed that Djerf had created a toxic work environment that was filled with favoritism.

One employee alleged that Djerf had designated a washroom solely for herself and her “favorite” employees by attaching a “please do not use!” sign in English. When the sign allegedly fell down, leading to an unapproved person using the same, Matilda Djerf allegedly made them clean the washroom.

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“I have never been so afraid”: Employee alleges that she had a scary encounter with Matilda Djerf

Other accusers alleged that the Swedish influencer would often cuss at her employees and act in a condescending manner. One employee claimed that:

“I have never been so afraid of a person in my entire life.”

The workplace also allegedly led to employees regularly breaking down into tears.

Other allegations included the influencer fat-shaming models. One employee recounted that Djerf did not want to make use of certain models for her campaign as they were “fat.”

X user @aphroditeslight who reported on the scandal on the social networking site, also reported that employees alleged that Matilda Djerf would make employees stand in a line and would shame them. She also allegedly made fun of employees who used public transport by calling the same “disgusting.”

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Matilda Djerf initially went viral online for her signature bouncy blonde hair

After seemingly being recognized as a fashion icon, Matilda Djerf also became the face of haircare. Many attempted to replicate her effortless bouncy curls. She went on to amass over two million followers on Instagram and became a widely discussed topic on TikTok as well.

As her Scandinavian fashion sense began to create a fashion movement on its own, Elle Magazine also claimed that Matilda Djerf was synonymous with the “Scandi-core aesthetic.”

She created her own fashion brand after amassing a massive following online. Alongside her high school sweetheart Rasmus Johansson, the duo created Djerf Avenue. Matilda said in an interview with Business Insider back in 2022:

“Nobody tells you how much time it takes just to talk to everyone in the office or how to be a good boss. Handling people is such a time-consuming task.”

As the allegations continued to circulate online, Djerf responded to the allegations through Aftonbladet. She claimed that she did not recount taking part in certain actions; however, she was apologetic to the employees who felt that they were mistreated. She said:

“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.”

Matilda Djerf had not addressed the controversy on social media at the time of writing this article.