Fashion Mogul Matilda Djerf Apologizes Amid Toxic Work Environment Allegations
Matilda Djerf, the influential fashion entrepreneur behind Djerf Avenue, has issued a public apology after serious allegations of a toxic work environment surfaced. The Swedish tabloid Aftonbladet reported on claims from current and former employees that detailed an atmosphere filled with fear, psychological pressure, and instances of body-shaming and bullying. This revelation has sent shockwaves through the fashion community, prompting Djerf to address the accusations and take steps toward improving the workplace culture at her company.
Allegations of Bullying, Favoritism, and Body Shaming
The Aftonbladet investigation, which included testimonies from 11 anonymous current and former employees, shed light on the troubling conditions at Djerf Avenue. Employees revealed an environment where psychological distress, panic attacks, anxiety, and sleep disturbances were common. Many reported feeling marginalized and mistreated by leadership. Some even described an organizational culture where favoritism and control over the team led to an unhealthy work environment.
The most disturbing of the allegations centers on body-shaming comments directed toward employees and models. One account from a former employee claimed that Djerf, who promotes inclusivity through her brand, demanded a photoshoot with a plus-sized model be reshot because the model looked “too fat” in the clothing. This incident has caused significant backlash, especially from followers who had admired Djerf for her commitment to body diversity and inclusivity.
In addition to the body-shaming claims, other employees recounted public humiliations and harsh criticisms delivered by Djerf herself. The culture of control was further amplified by a claim that Djerf installed a private restroom for herself and her select “favorites,” with reports stating that an employee had been asked to clean the restroom after someone unauthorized used it.
These testimonies paint a picture of an organization where the founder’s behavior negatively affects employees, creating an atmosphere of tension and fear.
Djerf’s Apology and Response
In the wake of the damning report, Matilda Djerf issued a heartfelt apology on Instagram, acknowledging the pain and suffering caused by her actions and the company’s internal culture. Djerf expressed regret for letting down her team and the people who looked up to her as a leader. In her Instagram post, she explained that when she launched Djerf Avenue, she was unprepared for the scale and responsibilities that came with running a rapidly growing company. She admitted that the fast-paced, high-pressure environment had caused her to fall short as a leader.
“I was unprepared. “I had no prior experience in leading a team or establishing a company, and amidst considerable stress, a fast-paced environment, and my own naivety, I struggled to embody the leader and colleague I aspired to be,” Djerf wrote. She went on to say, “For that, I sincerely apologize to anyone I have hurt or let down.”
The 27-year-old fashion mogul, who boasts over 3 million Instagram followers, further assured her followers that Djerf Avenue is now implementing significant changes to improve the work culture. These measures include the recruitment of more experienced management professionals and the initiation of monthly anonymous employee surveys. The company is also working with an external organizational psychologist to help employees express concerns and address any ongoing issues in a constructive manner.
Djerf also expressed her commitment to “getting it right” and ensuring that Djerf Avenue not only continues to thrive but also becomes a positive and inclusive workplace for all.
Djerf Avenue’s Rapid Rise and Recent Backlash
Founded in 2019, Djerf Avenue quickly rose to prominence, becoming a favorite among fashion-conscious women for its minimalist yet chic designs. The brand is particularly known for its commitment to size inclusivity, with a wide range of models of all body types featured in its campaigns. Djerf Avenue has enjoyed significant financial success, with the brand reportedly generating around $35 million in revenue last year.
However, the Aftonbladet report has raised questions about whether the brand’s internal culture aligns with its public messaging on inclusivity and diversity. Critics have suggested that the allegations of body-shaming and toxic behavior directly contradict the values Djerf Avenue promotes.
Despite this controversy, the brand has a loyal following, and the company’s recent pop-up event in London saw large crowds waiting for hours to get inside. Djerf Avenue’s success can largely be attributed to its ability to tap into the growing demand for sustainable, high-quality, and versatile fashion, with many of its products, such as oversized shirts and trousers, becoming wardrobe staples for young women globally.
Related: Kering Announces Major Leadership Changes at Saint Laurent and Balenciaga: A New Era for Luxury Fashion
A Path to Change
In the wake of the crisis, Djerf Avenue is facing the challenge of rebuilding its reputation while addressing its internal issues. The company’s focus on change is evident in its response to employee concerns, with Djerf herself committing to taking actionable steps to improve the workplace. The implementation of management changes and employee feedback mechanisms signals that the brand is serious about creating a more positive and supportive work culture.
Djerf’s apology and acknowledgment of her leadership shortcomings are a step in the right direction, but it remains to be seen whether the company can regain the trust of its employees and consumers. As the brand works through these challenges, many are watching to see if Matilda Djerf can truly transform her company into the kind of inclusive and empowering place she has always claimed to support.
CEOs play a pivotal role in shaping company culture, and valuing employees is essential to long-term success. When leaders prioritize their team’s well-being, foster open communication, and create an inclusive, supportive environment, it drives motivation, productivity, and loyalty. Employees who feel valued are more likely to go above and beyond, which directly impacts a company’s innovation and growth. CEOs should not only focus on financial goals but also invest in developing a positive work culture. In doing so, they build trust, reduce turnover, and cultivate a workforce that is both engaged and committed to the company’s mission.
