Million dollar company
Bullying and crazy toilet bans: allegations against influencer Matilda Djerf
Matilda Djerf is one of the most successful influencers currently. But for the employees of her fashion brand, the Swede seems to be something else: a horror boss.
Voluminous blonde hair, “Old Money” clothing style and a pout: This is how Matilda Djerf usually presents herself on her Instagram channel, which is followed by more than three million people online. Djerf also has an audience of millions on TikTok. She is so popular that a few years ago she founded her own company: Djerf Avenue. There she mainly sells clothing that is designed in Sweden and produced fairly in Portugal.
Matilda Djerf: Influencer is accused of bullying
Meanwhile, the treatment of their employees is apparently not fair at all. This is now clear from complaints reported by the Swedish newspaper Aftonbladet. There is talk of bullying and body shaming and fear among employees.
One of them, the paper calls her Alexandra, has already suffered a panic attack. “It happened when she swore at me,” she said, according to the report. “Afterwards I just sat there and it shook me.” An employee named Anna confirms this. “People are in terrible shape. I’ve never seen so many people who were so broken,” she says.
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She apologizes
Djerf’s alleged toilet rule seems particularly crazy. Accordingly, the influencer has her own toilet, which has a sign on it that says “Please do not use it”. When it fell down, someone from the team had to clean the toilet, according to the newspaper. “We are not fellow human beings for them,” remembers employee Stina.
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Djerf Avenue and the influencer herself have now responded to the allegations. “I take the criticism expressed very seriously and would like to make it clear that a safe and respectful work environment is crucial to me both as a person and as the founder of Djerf Avenue,” Djerf told Aftonbladet. “If an employee felt mistreated or ill-equipped in their role because of my actions, I am sincerely sorry and apologize,” she continues, promising to work with a coach in the future.
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The company makes it clear that the toilet rule will not change in the future. “Matilda has her own toilet, a measure we have introduced to help her stay healthy. This is particularly important as many of our campaigns, shoots and other important activities depend on her participation,” the statement said corporate.
“We understand that this may raise questions and be perceived as discriminatory. (…) The toilet is intended only for Matilda and we will ensure that this is handled clearly and correctly in the future,” said the company.
The first critical voices can already be found in Djerf’s Instagram comments. One subscriber advised that you should unfollow the influencer. That’s the only way she might notice something.
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Source: Stern
I am an author and journalist who has worked in the entertainment industry for over a decade. I currently work as a news editor at a major news website, and my focus is on covering the latest trends in entertainment. I also write occasional pieces for other outlets, and have authored two books about the entertainment industry.
