Matilda Djerf’s fashion label faces backlash over bullying claims

Swedish clothing brand Djerf Avenue is facing a backlash from fans following allegations of bullying and body shaming against its founder Matilda Djerf.

A survey carried out by the Swedish news media Aftonbladet reported that 11 current and former employees described being belittled, called names and yelled at in the workplace.

Ms Djerf, 27, told the BBC she was “deeply sorry” for anyone who felt mistreated under her leadership.

But customers like 22-year-old Sumi Mrkulic have vowed to “never buy anything or voice support again”.

Sumi, from London, said she was particularly concerned after Aftonbladet reported that some models were told they didn’t fill out a pair of jeans, while others were called fat.

Djerf Avenue’s website promoting a world “filled with kindness, inspiration and respect,” the brand is known for its size inclusivity and diverse model representation.

Sumi told the BBC: “It makes all their efforts to be inclusive completely performative. I actually think it’s really spineless.”

Influencer Matilda Djerf launched the brand in 2019 and it quickly became popular among young women. It says it made around $35m (£27.5m) in revenue last year.

It recently held its first 10-day pop-up store in London, which saw queues forming up to three hours before the store opened.

Giulia Carrozzo, 20, from Germany, received an order from Djerf Avenue the day before the allegations emerged. She said she would send it back in light of the report.

“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.

“I knew right away that it wasn’t something I could support.”

Matilda Djerf, who started her online career in 2016, was recognized for her work in retail and e-commerce on the Forbes 30 under 30 list in 2023.

Giulia said: “To me, supporting a brand led by a woman felt like celebrating progress and uplifting women in business. But these claims… directly contradict those values.

“I cannot justify supporting a brand that does not practice the values ​​it promotes. Until there is real accountability and change, I will not buy from them.”

Matilda Djerf said in a statement: “If any team member has felt mistreated in their role because of my actions, I am deeply sorry and I want to sincerely apologise.

“I do not recognize myself in all the allegations that have been made and I have chosen not to comment on individual cases. However, I believe it is valuable that these concerns are raised as it benefits both me and Djerf Avenue. opportunity to grow and improve.

“I want to emphasize that I take full responsibility and see this as a chance to reflect, grow and contribute to a better culture for everyone on Djerf Avenue.”

Djerf Avenue CEO Pernilla Bonny said the company recognized the challenges in its workplace environment and had taken steps to address them.

These actions include conducting monthly anonymous employee surveys, implementing an independent whistleblower function, strengthening the management team and conducting an independent workplace assessment with an external psychologist.