Influencer Matilda Djerf Apologizes Following Workplace Misconduct Allegations

The founder of Djerf Avenue admits leadership shortcomings after employees accuse her of fostering a toxic work environment.

Swedish influencer Matilda Djerf has publicly apologized after an investigative report detailed allegations of bullying, favoritism, and body-shaming at her fashion brand, Djerf Avenue.
Eleven current and former employees claimed a toxic workplace culture, citing incidents of public scolding, anxiety, panic attacks, and a 'culture of favoritism and control.'
Specific accusations include derogatory comments about a plus-size model, a private bathroom reserved for Djerf and select staff, and employees being forced to clean the bathroom after unauthorized use.
Djerf acknowledged her inexperience as a leader, attributing her actions to the rapid growth of the company and promising reforms, including hiring experienced managers and conducting anonymous staff surveys.
The company has also introduced an external organizational psychologist and additional HR professionals to improve workplace culture, though public backlash and potential financial repercussions remain uncertain.