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Swedish fashion influencer Matilda Djerf accumulates more than 3 million followers on Instagram, making him one of the biggest names in the market in the world. With that expression, she founded two brands – the clothing brand, Djerf Avenue, and the beauty brand, Djerf Avenue Beauty –, a natural path for many women who work in these parts related to consumption. It so happens that, this Friday (13), a Swedish newspaper, The evening paperhe revealed that Matilda’s company employees criticized the effect it had on “psychological terror” towards some of them.
The international press covered the case, linking the celebrity to cases of bullying, misogyny and fatphobia.
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Matilda is known for promoting the “clean girl” style – and, in a way, one of it’s greatest representatives. Minimalist clothes and makeup are part of this area,which has invaded social media in recent months as a behavioral trend. The Swede is close to Hailey Bieber, another high-profile public figure known for her “clean girl” style; He even advertised for Bieber’s beauty brand, Rhode.
According to reports from The Cut, Matilda mistreated her employees — leaving them to cry in a “toxic work surroundings.” The “cleaning the bathroom as punishment” scenario came aplenty: she would have an exclusive bathroom for herself and a few forbidden employees and, when a third party went to use the space – of which there was no sign indicated — she would be forced. for him to clean it.
The allegation of fatphobia relates to Matilda’s alleged analysis of a plus-size model. In The Cut, there is data that she asked to redo content for her brand because the person was fat. “We have to rerun this because she looks so fat in those clothes. We can’t show that,” the website reported. In an anonymous statement to the Swedish newspaper,which published the allegations,one person said: ”Every day,there is psychological terror in that office.”
Matilda, a accomplished influence
Sweden became famous in 2016, when she started, on instagram, to share her lifestyle with her followers. Connected to fashion, she became a style reference, using in particular the essence of Scandinavian culture, where minimalism prevails, to dress. Her look-of-the-day posts easily surpass 100,000 likes, and her fashion inspiration is replicated on her Instagram and TikTok pages.
In 2022, Buisness insider highlighted how the influence “built a million dollar fashion empire without a business plan.” Forbes named her as “Forbes Under 30” in 2023.
What the person says influences the charges
“Creating a safe, inclusive and respectful space has always been vital to me, personally and as the founder of Djerf Avenue. I take these allegations very seriously, and if my actions have made anyone feel ill-treated, I sincerely apologize .one of my core values and the basis of everything I built with Djerf Avenue deeply”,he said in the text.
“I do not identify myself in all the allegations made, but I see this as an opportunity to listen, grow and take full obligation as a leader.I am committed to demonstrating, improving and promoting a better culture for all, with support and constant coach guidance and feedback.”
What are the key factors contributing to toxic workplace environments in the fashion industry?
Interview between Time.news Editor and Fashion Industry Expert
Time.news Editor (TNE): Welcome, everyone! Today, we have a special guest, Dr. Alice Morgan, a renowned expert on workplace culture and mental health in the fashion industry. We’re here to discuss the recent allegations surrounding Swedish fashion influencer Matilda Djerf, who has reportedly faced criticism for her management style at her two brands, Djerf Avenue and Djerf Avenue Beauty. Thank you for joining us, Dr. Morgan!
Dr. Alice Morgan (DAM): Thank you for having me! I’m excited to dive into this important topic.
TNE: So, as you may know, Matilda has gained acclaim as one of the leading figures in fashion, with over 3 million followers on Instagram.Though, the recent revelations from The Evening paper describe a workplace habitat that some employees have labeled as toxic and psychologically damaging. what are your immediate thoughts on this?
DAM: It’s troubling but not surprising. The pressure to maintain a public persona as a successful influencer can sometimes translate into unrealistic expectations within their own brands. When someone is idolized on platforms like Instagram, it can lead to a disconnect between their public image and their private workplace behavior.
TNE: Absolutely. The reports have also linked her to bullying, misogyny, and even fatphobia among her employees. How dose this relate to the larger industry context,especially for women in positions of power?
DAM: Unfortunately,this reflects a pervasive issue in the fashion industry—where women often face immense scrutiny and competition. While many influencers like Djerf advocate for empowerment among women through their brands,thay sometimes perpetuate harmful dynamics out of insecurity or fear of losing their market position. It’s a complex contradiction.
TNE: That’s a critical point. Matilda is known for promoting the “clean girl” aesthetic—a style that emphasizes minimalism and a polished look. Do you think this trend has any influence on the culture she’s established within her companies?
DAM: Definitely. The “clean girl” style is not just about fashion; it’s also about how one presents themselves to the world. This aesthetic can create a pressure cooker environment, where both employees and the influencer themselves might feel the need to live up to an unrealistic standard. It can lead to an unhealthy focus on perfectionism, which can be damaging in a workplace setting.
TNE: There have even been disturbing claims that employees were subjected to punitive tasks, like cleaning bathrooms. How does that sort of behavior impact employee morale and mental health?
DAM: Punitive measures are incredibly detrimental to morale. Such practices can create a culture of fear rather than one of collaboration and creativity. When employees feel devalued or humiliated, their mental well-being suffers, leading to decreased productivity and higher turnover rates. Healthy workplaces should foster support, not punishment.
TNE: Given Matilda’s significant influence, what can other fashion leaders learn from this situation?
DAM: Clarity and accountability are key. Influencers and business leaders should understand the weight of their platforms, recognizing that their actions can have real-world consequences. they need to prioritize the well-being of their employees and cultivate a culture of respect and equality.It’s essential for the future of the industry to advocate for mental health and create safe work environments.
TNE: Wise words, Dr. Morgan. Thank you for shedding light on this pressing issue in the fashion world.
DAM: Thank you for having me! It’s vital that we continue these conversations, not only for the authorities in fashion but for a healthier industry overall.
TNE: And thank you to our readers for joining us. Stay tuned for more discussions on the evolving landscape of fashion and influencer culture!