Matilda Djerf, the face behind the popular clothing brand Djerf Avenue, has found herself in the midst of controversy after former employees accused her of running a stressful and bullying work environment. With whispers of ‘psychological terror’ emerging from 11 anonymous sources, the influencer took to social media to address these serious allegations.
Matilda Djerf, boasting over three million followers on Instagram, faced damaging assertions from a Swedish media report on December 12. The critiques claimed she engaged in fat-shaming and berated employees over trivial matters like seating arrangements and meal preparations.
In a heartfelt Instagram post on December 17, Djerf responded to the accusations against her. She expressed genuine remorse to those she might have hurt and explained that the rapid growth of Djerf Avenue had caught her unprepared. She admitted to struggling under stress and pressure, leading her to acknowledge failures as both a leader and colleague.
Djerf confessed that founding the company in 2019 without prior team-leading experience was daunting and expressed regret for not adapting faster. Her post emphasized her dedication to personal growth and improving leadership skills.
Despite not addressing specific claims, Djerf revealed steps being taken within her company. These include hiring a more experienced management team and instituting monthly anonymous surveys to gather employee feedback. Additionally, an external organizational psychologist has been brought in to enhance workplace dynamics.
Furthermore, Djerf Avenue is currently in the process of bringing an external HR professional on board. Matilda committed to fostering a safe and inclusive work environment, aiming to continually develop as both a leader and colleague.
Reactions to Matilda’s statement have been mixed, with some supporting her willingness to confront the issues head-on and others remaining skeptical. Her journey toward redemption in the professional landscape is now under watchful public eyes.
Matilda Djerf’s apology marks a pivotal step in addressing the swirling accusations around her brand. Her openness to change and development signals a possible turning point for Djerf Avenue. Whether this leads to a more positive workplace remains to be seen, but the public is undoubtedly paying close attention to the influencer’s next moves.
