In a candid Instagram post, influencer Matilda Djerf, who heads the popular fashion brand Djerf Avenue, confronted accusations of creating a hostile work environment made by eleven of her former and current employees. These allegations, first reported by Swedish media, describe her as a ‘psychological terror’ in the workplace.
Matilda Djerf, known for her significant social media presence with over three million followers, recently found herself at the center of controversy following accusations that surfaced from her clothing brand’s staff. The employees, who chose to remain anonymous, alleged that Matilda fostered a detrimental atmosphere characterized by bullying, fat-shaming, and erratic behavior, such as demanding adherence to trivial rules about seating and food arrangements.
Reacting to these claims, Matilda took to Instagram to express her regret. ‘To anyone I’ve hurt or let down, I want to start off by saying that I’m genuinely sorry,’ she wrote. She admitted to having been unprepared for the rapid growth and accompanying responsibilities of her brand, which she launched in 2019, acknowledging her shortcomings in leadership under pressure.
Matilda did not address the specific allegations directly but instead focused on the steps she is taking to improve the work environment at Djerf Avenue. She highlighted that significant changes had been made, including hiring a more experienced management team and introducing new feedback mechanisms like monthly surveys to better understand and act on employee concerns. Efforts also include enlisting an external organizational psychologist and planning to hire an HR professional to ensure a more structured and supportive workplace.
The influencer’s public statement marked the end of a brief social media hiatus, during which she met with her team to apologize personally. Matilda emphasized her commitment to evolving both as a leader and as a colleague, striving for a workspace that is inclusive and respectful for all employees.
The acknowledgment and apology come amid a wave of similar allegations against other public figures, highlighting the ongoing conversation about workplace culture in the influencer and fashion industries.
Matilda Djerf’s response to the allegations against her reflects a strong desire to rectify past mistakes and foster a healthier work environment. While the reaction to her apology remains to be seen, her commitment to growth and change underscores the importance of accountability in leadership roles.
