Influencer's brand faces backlash over bullying claims

Matilda Djerf, a well-known influencer, is facing serious backlash regarding her clothing brand, Djerf Avenue. This comes after accusations of a 'toxic work culture' within the company. Many fans of Matilda are feeling disappointed and let down by these claims. A recent investigation by a Swedish news outlet revealed that 11 current and former employees reported experiences of being belittled, called names, and yelled at while working. Matilda, who is 27 years old, expressed her regret, stating that she is 'deeply sorry' to anyone who has felt mistreated under her leadership. However, some customers, like 22-year-old Sumi Mrkulic, have vowed to 'never purchase anything or voice support again' due to these allegations. Sumi, who lives in London, shared her concerns after reading reports that some models were told they did not look good in certain jeans, while others were called fat. Djerf Avenue has always promoted a message of kindness, inspiration, and respect, and the brand is known for its size inclusivity and diverse representation of models. Sumi feels that the recent allegations have made the brand's efforts to be inclusive seem insincere, calling it 'performative and spineless. ' Matilda Djerf launched her brand in 2019, and it quickly gained popularity among young women. Last year, the brand reportedly made around $35 million in revenue. They even held a pop-up shop in London that attracted long lines of eager customers waiting to enter. Another customer, Giulia Carrozzo, a 20-year-old from Germany, expressed her disappointment as well. She received an order from Djerf Avenue just a day before the bullying claims surfaced. Giulia stated that she would be returning her order because she felt the brand's actions contradicted its messaging. 'Djerf Avenue has always marketed itself as a body-positive, inclusive, and empowering brand, so hearing allegations of body-shaming and a toxic work environment felt like a complete betrayal of the values they claim to uphold,' she said. Giulia believed that supporting a woman-led brand was a step forward, but now she feels conflicted. 'I can't justify supporting a brand that doesn't practice the values it promotes. Until there's real accountability and change, I won't be purchasing from them,' she added. In response to the allegations, Matilda Djerf issued a statement saying, 'If any team member has felt mistreated in their role because of my actions, I am deeply sorry, and I want to sincerely apologize. ' She mentioned that she does not recognize herself in all the claims made against her but believes it is important for these concerns to be raised. Matilda sees this as an opportunity for both herself and Djerf Avenue to grow and improve. She emphasized that she takes full responsibility and views this as a chance to reflect and contribute to a better workplace culture. Pernilla Bonny, the chief operating officer of Djerf Avenue, acknowledged the challenges within the workplace and stated that the company is taking steps to address them. These steps include conducting monthly anonymous employee surveys, implementing an independent whistleblower function, strengthening the management team, and carrying out an independent workplace assessment with an external psychologist. Fans of Djerf Avenue are now left wondering how the company will respond to these serious allegations and what changes will be made moving forward.