Matilda Djerf's Fashion Brand Faces Allegations of Toxic Workplace Culture

Former employees accuse Djerf Avenue of bullying, body-shaming, and discriminatory practices, prompting public backlash and pledges for reform.

Swedish influencer Matilda Djerf and her fashion brand, Djerf Avenue, are under scrutiny following allegations of bullying and a toxic work environment reported by 11 current and former employees.
The claims include fatphobic comments about models, favoritism, public berating of staff, and discriminatory practices, as well as accusations that Djerf created a psychologically harmful workplace culture.
Djerf has publicly apologized to any employees who felt mistreated, stating she does not recognize herself in all the allegations but sees the criticism as an opportunity for growth and improvement.
The company has implemented measures to address workplace concerns, including anonymous employee surveys, a whistleblower function, leadership coaching for Djerf, and an independent workplace assessment by an external psychologist.
Fans of the brand, previously drawn to its messaging of inclusivity and empowerment, have expressed disappointment and called for accountability, with some vowing to boycott the company until significant changes are made.