Fans express feelings of betrayal, with calls for accountability and change within the brand following disturbing claims.
Influencer Matilda Djerf Faces Backlash Over Bullying Allegations in Her Clothing Brand
Influencer Matilda Djerf Faces Backlash Over Bullying Allegations in Her Clothing Brand
Criticism arises amidst accusations of a toxic culture at Djerf Avenue, leading to a potential loss of support from loyal customers.
Matilda Djerf, the founder of popular Swedish clothing brand Djerf Avenue, is facing intense scrutiny after allegations of a toxic work culture and bullying surfaced. An investigation by Aftonbladet revealed testimony from 11 current and former employees stating they were belittled, verbally mistreated, and subjected to body-shaming while working at the company.
In response to the allegations, 27-year-old Djerf expressed her regrets, stating she was "deeply sorry" for anyone who felt mistreated under her leadership. However, reactions from the public have been harsh. 22-year-old Sumi Mrkulic from London, who has been a long-time supporter of the brand, declared she would "never purchase anything or voice support again" after hearing reports of models being insulted for their body shapes.
The brand's messaging promotes a culture of "kindness, inspiration, and respect," boasting values of size inclusivity and diverse representation. Yet, Mrkulic argued that such claims now feel hollow due to the allegations. She stated, "It renders all of their efforts to be inclusive completely performative... it feels really spineless."
Djerf launched her brand in 2019, which quickly became popular among young women, generating around $35 million (£27.5 million) in revenue last year. The brand even opened a 10-day pop-up shop in London, attracting queues of shoppers eager to buy.
Another customer, 20-year-old Giulia Carrozzo from Germany, reported receiving an order from Djerf Avenue just a day before the accusations surfaced, vowing to return the items. She expressed feeling betrayed, as Djerf Avenue had marketed itself as a body-positive and empowering brand. "I can't justify supporting a brand that doesn't practise the values it promotes," she stated.
Djerf acknowledged the serious nature of the allegations. She noted in a statement, "If any team member has felt mistreated... I am deeply sorry and want to sincerely apologize." While she asserted that she does not recognize herself in many of the claims, she views the criticisms as an opportunity for growth and improvement.
Additionally, the company’s chief operating officer, Pernilla Bonny, highlighted that Djerf Avenue is aware of workplace challenges and is taking measures to rectify them. Their plans include conducting monthly anonymous employee surveys, establishing an independent whistleblower function, and engaging an external psychologist for workplace assessments.
As the backlash continues, the future of Djerf Avenue may hinge on how the brand displays accountability and enacts tangible changes to its workplace environment.
In response to the allegations, 27-year-old Djerf expressed her regrets, stating she was "deeply sorry" for anyone who felt mistreated under her leadership. However, reactions from the public have been harsh. 22-year-old Sumi Mrkulic from London, who has been a long-time supporter of the brand, declared she would "never purchase anything or voice support again" after hearing reports of models being insulted for their body shapes.
The brand's messaging promotes a culture of "kindness, inspiration, and respect," boasting values of size inclusivity and diverse representation. Yet, Mrkulic argued that such claims now feel hollow due to the allegations. She stated, "It renders all of their efforts to be inclusive completely performative... it feels really spineless."
Djerf launched her brand in 2019, which quickly became popular among young women, generating around $35 million (£27.5 million) in revenue last year. The brand even opened a 10-day pop-up shop in London, attracting queues of shoppers eager to buy.
Another customer, 20-year-old Giulia Carrozzo from Germany, reported receiving an order from Djerf Avenue just a day before the accusations surfaced, vowing to return the items. She expressed feeling betrayed, as Djerf Avenue had marketed itself as a body-positive and empowering brand. "I can't justify supporting a brand that doesn't practise the values it promotes," she stated.
Djerf acknowledged the serious nature of the allegations. She noted in a statement, "If any team member has felt mistreated... I am deeply sorry and want to sincerely apologize." While she asserted that she does not recognize herself in many of the claims, she views the criticisms as an opportunity for growth and improvement.
Additionally, the company’s chief operating officer, Pernilla Bonny, highlighted that Djerf Avenue is aware of workplace challenges and is taking measures to rectify them. Their plans include conducting monthly anonymous employee surveys, establishing an independent whistleblower function, and engaging an external psychologist for workplace assessments.
As the backlash continues, the future of Djerf Avenue may hinge on how the brand displays accountability and enacts tangible changes to its workplace environment.
