Former employees have accused the Swedish creator of fostering a toxic workplace, leaving fans to reconcile her 'nice girl' image with allegations of bullying.
Eleven former and current employees of Djerf Avenue have accused founder Matilda Djerf of cultivating a toxic work environment, alleging bullying, body-shaming, and exclusionary behavior in a report published by Swedish outlet Aftonbladet on December 12. The 27-year-old influencer, whose fashion and beauty brand has generated millions in revenue, responded with an Instagram apology in which she acknowledged having no prior leadership experience and stated that she wishes her growth "happened faster." She committed to improving workplace culture but did not explicitly deny the specific allegations, which included one account of "psychological terror" involving restricted bathroom access.
The revelations have devastated loyal followers who embraced Djerf's curated image of effortless Scandinavian style and approachable authenticity. "In my mind there was just no way this sweet angel of a woman I've watched for so long could possibly act so terribly," long-time Djerf fan Marianna Bollini tells Refinery29. The 18-year-old Ohio resident, who has met the creator at brand pop-ups and received responses to Instagram direct messages, represents a generation of young women who viewed Djerf as a role model. The disillusionment reflects the parasocial dynamics of influencer culture, where audiences invest not just attention but genuine emotional connection in creators who monetize intimacy.
The $24 billion US influencer marketing industry has tripled since 2019 by selling aspirational lifestyles that blur the boundary between authentic personality and commercial performance. "These accusations tell us that what we see online doesn't necessarily reflect reality, which is a lesson we keep having to re-learn," pop-culture commentator and journalist Stacy Lee Kong tells Refinery29. This pattern has repeated across the fashion influencer space, from Leandra Medine Cohen's departure from Man Repeller following employee allegations of discriminatory leadership to ongoing claims against Danielle Bernstein regarding design ethics.
Djerf amassed three million followers—1.5 million on TikTok alone—by promoting a "lagom" lifestyle of balanced consumption through silky slip dresses and neutral suiting while presenting herself as the epitome of kindness. Unlike previous influencer controversies where founders maintained distance from their brands, Djerf serves as the literal face of Djerf Avenue, making these allegations particularly damaging to the company's identity. Pop-culture commentator Stacy Lee Kong predicts that while Djerf will lose some supporters, she can recover through strategic public relations and continued product releases, provided no further accusations surface.