Matilda Djerf, the influencer behind the fashion and beauty brand Djerf Avenue, has responded to the toxic workplace and bullying allegations against her.
Djerf took to Instagram to say: “Over the past few days, I’ve been quiet on social media. My highest priority has been to meet with the Djerf Avenue team and speak to them. I am fully aware that my words here are not an answer or a solution, but for me it’s important to write this directly to you.
“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. I wasn’t ready.
“I had never led a team prior to this, I had never built a company, 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. I wish my growth happened faster”.
In a video posted on her personal Instagram account, Djerf said she was "genuinely so, so sorry to anyone I have let down and to anyone I have hurt".
The allegations against Djerf first surfaced in a Swedish documentary on 12 December where employees accused her of creating a hostile work environment and also bullying.
One claimed that Djerf publicly humiliated staff, saying, “there are times when she has lined up employees and yelled at them and said how bad they are at their job”.
Employees also accused Djerf of fat-shaming, with one claim suggesting she ordered a reshoot of a campaign featuring a plus-size model, saying: “She looks so f***ing fat in these clothes. We can’t show that.”
The statement also said the company, which recently held its first ever pop-up in London, made important changes to improve the work culture, including, introducing a monthly survey for staff to fill out and a psychologist for staff.
The statement continued: “We have hired monthly anonymous surveys to collect feedback and take action, we have also set up an external organisational psychologist to access our workplace.
“We are also in the process of bringing in an additional external HR professional to support the organisation.”