Swedish influencer and fashion brand founder Matilda Djerf has apologised and responded to allegations from former employees who say she led a toxic working environment at her brand, Djerf Avenue.
The CEO posted a statement on Instagram in response to the article, saying she was "genuinely sorry" to anyone "who I've hurt or let down" and blamed the pressures of leading a company.
"When I started Djerf Avenue I never expected that the company would be what it is today, with so many team members and so much responsibility," she wrote.
"I had never led a team prior to this, I had never built a company prior to this, and under a lot of stress, high tempo and naivety I failed to be the leader and colleague I wish to be along the way.
"And for that I am so, so sorry."
An investigation by Swedish news outlet Aftonbladet last week reported that 11 current and former employees described being abused by Djerf in the workplace.
The article alleged employees had described a "degrading work environment with public scolding, bullying and public control where Matilda Djerf's mood rules the agenda".
It was published on December 12 and Djerf said she had waited to respond publicly until she had spoken with her staff.
What are the accusations against Matilda Djerf?
Eleven employees, who chose to stay anonymous, accused Djerf of creating a culture of favouritism and control and said she had a special toilet reserved for herself and certain employees.
According to Aftonbladet, when someone else used the toilet they were made to clean it.
Although the brand markets itself as inclusive with sizing, Aftonbladet wrote that several employees said it was not "genuine".
An accuser called "Anna" told Aftonbladet that after a photo shoot with a model, Djerf said the photographs had to be redone because "she looks so f***ing fat in these clothes we can't show it".
The company's website says it promotes a world "filled with kindness, inspiration, and respect."
Several people also described "crying attacks, sleep problems and anxiety" which they said became part of their "everyday life" in their time working at the company.
While Djerf apologised for "anyone she had hurt", she did not respond or acknowledge any of the specific incidents detailed in the article.
Who is Matilda Djerf?
The 27-year-old Swedish influencer became hugely popular on TikTok and Instagram for her signature blow-waved hair and minimal Scandinavian style.
She has cultivated a following of 4 million across both platforms.
Djerf launched her clothing label, Djerf Avenue, in 2019. According to the BBC, it made $55 million in revenue last year.
This isn't the first time her brand has attracted controversy.
In 2023, TikTok creators with smaller audiences claimed that Djerf's brand filed copyright strikes against them for promoting clothing that was similar to their products.
One creator received a warning for videos in which she reviewed a "dupe" (duplicate) of Djerf Avenue pyjamas that were available on Amazon for a cheaper price.
TikTokers expressed their disappointment in the brand's actions, claiming that the trademark claims on their videos prohibited content creators with smaller audiences from reaching new audiences.
Djerf Avenue issued a statement explaining that there had been a recent surge in "websites selling products with our design and owned prints/artworks".
"In light of this, and to safeguard our prints and the individual print designers — we have an external intellectual property firm monitoring copyright infringements," it read.
What action is Matilda Djerf taking?
In Djerf's statement, issued on Monday, she said she would take several measures to address the issues within her company.
She wrote that she had hired a more experienced management team, introduced monthly anonymous surveys to "collect feedback and take action" and had set up an external organisational psychologist to assess the workplace.
"We are also in the process of bringing in an additional external HR professional to support the organisation," she wrote.
Moving forward, Djerf says she is "committed and want to focus my all on becoming the best leader and colleague I can be".
"I'll keep learning and working to ensure Djerf Avenue is a safe, inclusive space for everyone."
