Reactions are pouring in – Matilda Djerf apologizes

The news that Djerf Avenue is being criticized for a poor working environment created shock waves in the fashion world – and now reactions are pouring in worldwide.

Last week, news broke that eleven employees or former employees are reacting in various ways to the working environment at Djerf Avenue, Matilda Djerf’s own brand.

The Swedish Aftonbladet writes that the picture that emerges is consistent and describes a workplace where Matilda Djerf’s mood sets the agenda.

The news has sparked strong reactions around the world, with fans on TikTok disappointed with Djerf – whom they have looked up to and had as a role model. People are wondering what they should do with the clothes they have spent thousands of kroner on.

In a statement on Instagram Tuesday evening, Djerf made a statement of regret:

– To anyone I have hurt or disappointed, I want to start by saying that I am genuinely sorry, writes Djerf.

She explains that she never expected the company to grow to its current size, and that she wasn’t ready for all the responsibility.

– Under a lot of stress, high pace and naivety, I have failed to be the leader and colleague I want to be, writes Djerf.

She adds that in the future she will focus on being the best possible leader and colleague.

In the American magazine Glamour they call it the “toilet flushing scandal”. Elle Australia writes that things are not looking good for Djerf Avenue now. The Daily Mail writes that fans are turning against the influencer after allegations that she brutally bullied employees, and that they are now starting to send back their clothes in disgust.

Podcaster Mathilde Ullum wrote in a comment in VG that it shows that it is not enough to “crack the code on social media” and sell an ideal – if what is happening inside is rotten.