Swedish social media influencer and style model founder Matilda Djerf has responded to claims that she bullies her workers after the publication of a dangerous exposé.
Djerf has turn out to be the face of a whole aesthetic for younger girls, sweeping our Instagram and TikTok feeds with the “clear lady” picture. Identified for her bouncy, blow-out hair, glassy pores and skin and polished model, Djerf has totted up over three million followers on Instagram and her firm Djerf Avenue, launched in 2019, reported round $35 million in income final 12 months.
The 27-year-old’s Instagram has now been flooded with criticism, nevertheless, after Swedish information outlet Aftonbladet produced a report on widespread bullying and body-shaming at Djerf Avenue.
Nameless whistleblowers claimed some fashions have been referred to as fats whereas others have been informed they didn’t fill out a pair of denims. Accusers spoke about being afraid of Djerf, who has favorites amongst her workers and was mentioned to be scary when in a nasty temper.
Djerf apologized to these damage after days of quiet on Tuesday. She posted to Instagram: “I wasn’t prepared,” referring to her model’s exponential development. “I had by no means led a staff previous to this, I had by no means constructed an organization previous to this, and beneath a whole lot of stress, excessive tempo and naivety I didn’t be the chief and colleague I want to be alongside the way in which. And for that, I’m so, so sorry.”
“I want my development occurred quicker,” she continued. “Shifting ahead, I’m dedicated and wish to focus my all on turning into the most effective chief and colleague I may be. I’ll continue to learn and dealing to make sure Djerf Avenue is a protected, inclusive area for everybody. I wish to finish by saying thanks to all of you who’ve had trustworthy and clear conversations with me over the previous few days.”
Djerf added that new initiatives could be introduced in to make sure enchancment at Djerf Avenue, together with a extra skilled administration staff, month-to-month nameless surveys to “gather suggestions and take motion” and an exterior psychologist to entry the office.
Some members of the general public have vowed to by no means purchase from Djerf Avenue once more, although the monetary influence of the scandal is but to be seen. Solely this month, a 10-day Djerf Avenue pop-up retailer in London had buyers queueing down the road to purchase wardrobe staples comparable to outsized blazers, easy T-shirts and high-wasted trousers.