What did Matilda Djerf do? Djerf Avenue drama explained as CEO issues apology in wake of toxic workplace allegations 

Matilda Djerf, a 27-year-old Swedish influencer accused of mistreating her employees last week, issued an apology on December 17. Former employees at Matilda's clothing brand, Djerf Avenue, spoke to the Swedish outlet Aftonbladet, as a report published on December 12.

Matilda Djerf was accused of discrimination and favoritism at her company, Djerf Avenue, as well as fat-shaming plus-size models by refusing to use their photos. Aftonbladet reported that body-shaming and bullying were common at the brand, and Matilda was also accused of making an employee clean her personal toilet.

Matilda Djerf took to her Instagram Stories on December 17 and claimed she was "genuinely so so sorry" to anyone she has hurt. She acknowledged remaining quiet on social media after the allegations surfaced on December 12.

The 27-year-old reasoned before deciding to address the situation online, she wanted to check with the Djerf Avenue team. Matilda admitted realizing her words might not be enough to amend the situation. She continued:

"I know that it’s not an answer and I know that it’s not a solution."

Matilda directed viewers to the written apology she posted on her feed to express herself.

She claimed she never anticipated Djerf Avenue's growth at the time of its inception in 2019. Matilda reasoned she "wasn't ready" for "so many team members and so much responsibility". She added:

"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 apologized again and claimed to be committed to making things right.

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Djerf Avenue drama explained as Matilda Djerf shares her future plans for the company

11 former employees of Djerf Avenue opened up about their experience at the company as they spoke to Aftonbladet. Djerf Avenue's brand value that upholds inclusivity and body-positivity was in contrast with the former workers' statements.

One of the employees told the outlet:

"The company's outward image is nothing like the reality of working here — it's the exact opposite."

Another described their experience of working in Djerf Avenue to be psychologically terrifying.

According to Aftonbladet's report, Matilda Djerf claimed one of the toilets in the company office for her personal use. She only allegedly allowed some of her favorite employees to use the washroom and held out others by putting up a handwritten "please do not use" sign.

However, the sign dropped on its own at one point, and an employee who wasn't one of Matilda's favorites used the toilet. The 27-year-old allegedly made them clean the washroom afterward as a punishment.

Matilda Djerf was also accused of looking down upon some employees as "lower rank" and making them work overtime to gain her acknowledgment. She allegedly caused an employee to have a panic attack by yelling at them. Several other workers had reportedly suffered sleeplessness and anxiety issues due to their experience in the company.

A Djerf Avenue spokesperson Pernilla Bonny referred to the toilet allegation and told Aftonbladet it was a measure taken to help Matilda "stay healthy". Bonny added:

"Our office makes it possible to offer this solution without affecting other employees’ access to facilities. We want to be clear that such a situation should never occur."

Matilda Djerf told Aftonbladet in a statement last week:

"I do not recognise myself in all the claims that have been made and choose not to comment on individual cases."

In her Instagram apology post, Matilda Djerf did not address each accusation separately. However, she informed her followers of what she planned to do to improve the work culture at Djerf Avenue.

Matilda said the company appointed "a more experienced management team", and "an external organizational psychologist" to evaluate the workplace. She claimed a monthly anonymous survey to collect employee feedback was also introduced. Additionally, Djerf Avenue is in the process of getting an HR professional to help with the company's operations.