Matilda Djerf (27) is one of the most influential people in the Swedish and international world of influencers. She has been ranked by Forbes magazine as one of the 30 most powerful young entrepreneurs in Europe. Djerf launched the fashion company Djerf Avenue in 2019, where she sells Scandinavian-inspired clothes. The style, which is called scandi-girl, quickly became a trend worldwide. According to the BBC, the company earned around $35 million in 2023. The Djerf Avenue website states that the fashion company is inclusive and showcases a diversity of model bodies. But behind the glamorous facade, a working environment is hidden that is filled with fear and psychological pressure, according to current and former employees interviewed by Aftonbladet. In recent days, the Swedish newspaper has written a number of articles in which several employees describe how they have been treated at work. Matilda Djerf is criticized for a poor working environment. Photo: Stina Stjernkvist / TT NEWS AGENCY Employee: Psychological terror daily At the office, according to employees, bullying takes place daily. Several of them say that they have received a number of condescending comments. – Every day there is psychological terror in that office. It is the absolute worst workplace I have ever been to, describes a former employee to the Swedish newspaper. Several say that they experienced crying spells, sleep problems and anxiety after working in the fashion company, according to Aftonbladet. The employees also claim that Djerf commented on the models’ bodies in a derogatory way, and that the models are used as trophies. Plus size model Aretha Bergdahl is not surprised by the accusations leveled against the influencer. She believes that it is not good enough to solve problems with body fixation by investing in a good “image”. The fashion company replies that they do not use models to signal “goodness”. – We would never use models as “trophies” and want to be clear that this in no way reflects our view of them, says Djerfs Avenue managing director Pernilla Bonny to Aftonbladet. Refusing to use the boss’s toilet Djerf has his own toilet in the office. There is a note on the door that says “Please do not use!!”, which in Norwegian means “Please do not use”. One day when the note had fallen down, one of the employees had to use the toilet. When it was discovered, the employee must have been forced to wash the toilet before Djerf could use it again, according to Aftonbladet. – She doesn’t even want to go to the same toilet as us employees. We are not her fellow human beings or colleagues, says an employee. Djerf confirms to the newspaper that she has her own toilet at work. According to her, it is to avoid getting sick. The company has no plans to open the toilet to other employees. – We are also aware that it has been shown that other people have used the toilet, which is clearly problematic and not in line with the current rules. The company takes action Djerf tells Aftonbladet that she takes the criticism that has come forward as very serious. – If an employee has felt mistreated or ill-equipped in their role because of my actions, I am truly sorry. – It was never my intention to contribute to a working environment that affects anyone negatively and I apologize that there are employees who have had such experiences, Djerf elaborates. She does not recognize all the allegations from the employees, but will not comment on individual cases. – However, I thought it was valuable that this was highlighted, as it gives both me and Djerf Avenue the opportunity to develop and get better, says Djerf. Managing director Pernilla Bonny says that the company recognizes the challenges in the working environment and has taken steps to solve them. This includes monthly anonymous employee surveys, the creation of a whistleblower function, strengthening the management team. An external psychologist has also assessed the workplace. Responding to the criticism on Instagram After Aftonbladet published the articles about the working environment at Djerf Avenue, several people on social media got involved in the matter. In Djerf’s comment section on Instagram, people have also directed criticism at her. On Friday, she responded to the criticism in her own comments section: – Creating a safe, inclusive and respectful place has always been essential to me, both personally and as the founder of Djerf Avenue. I take these accusations very seriously and if my actions have led to someone feeling badly treated, then I am truly sorry, she writes. Djerf elaborates further: – Inclusion is one of my core values and the foundation of everything I have built with Djerf Avenue. I deeply appreciate everyone who represents us and I am committed to making sure they always feel valued, included and supported. If anyone felt otherwise, I apologize. – I don’t recognize myself in all the accusations, but I see this as an opportunity to listen, grow and take full responsibility as a leader. I am committed to reflect, improve and ensure a better culture for everyone, with advice and guidance from a coach and ongoing feedback, she concludes. Published 15.12.2024, at 15.09
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