Matilda Djerf, co-founder of Djerf Avenue, a fashion brand, recently faced accusations of running a toxic workplace. The 27-year-old influencer was called out in an exposé by Aftonbladet, a Swedish publication, where current and former staff members alleged instances of bullying, favoritism, and body-shaming within Matilda’s company. In response to these claims, Djerf Avenue released a statement addressing the issue.
“This is ongoing work, and this year, we’ve made some important changes to improve the work culture at Djerf Avenue,” the brand’s statement, obtained by The Cut, explained. “Amongst other things, we have hired a more experienced management team, introduced monthly anonymous surveys for feedback and action, and brought in an external organizational psychologist to assess our workplace. We are also in the process of adding another external HR professional to support the organization.”
Matilda Djerf, a Swedish influencer and businesswoman, co-founded Djerf Avenue with her boyfriend, Rasmus Johansson, who reportedly serves as the brand’s CEO. Despite being successful, Djerf Avenue came under scrutiny when former and current employees shared their experiences of a toxic work environment in the aforementioned exposé. Some employees mentioned losing sleep, experiencing panic attacks, and feeling emotionally distressed due to Matilda’s alleged behavior, including yelling, name-calling, and unreasonable demands.
The brand, which reportedly generates around $35 million in revenue, faced backlash as accusations of “psychological terror” surfaced. Matilda eventually addressed the accusations in a social media post, apologizing for any hurt or disappointment caused. She admitted to lacking prior experience in leading a team and acknowledged the stress and naivety that contributed to the situation. Matilda expressed her commitment to growth and improvement moving forward.
In light of these developments, it is essential for businesses, influencers, and brands to prioritize a positive work culture and address any issues promptly to ensure a healthy environment for employees. If you’re facing challenges in managing your workplace, seeking guidance from HR professionals and implementing regular feedback mechanisms can be beneficial for fostering a supportive and inclusive workplace culture.
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