Matilda Djerf, the 27-year-old influencer behind the fashion and beauty brand Djerf Avenue, is under intense scrutiny following allegations of workplace bullying and toxic leadership.
The claims, made by former and current employees, paint a stark contrast to the brand’s ethos of inclusivity and empowerment, leading to widespread backlash and calls for accountability.
The controversy has also extended to her high-profile partnership with Hailey Bieber’s skin care brand Rhode, for which Djerf was recently unveiled as the face of its festive Lip Peptide launch.
As criticism grows, the situation raises questions about how both Djerf Avenue and Rhode will navigate this crisis.
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