Did Matilda Djerf make a mistake in her apology video that went viral online? Fans allegedly caught something!
December 19, 2024– Matilda Djerf, the founder of Djerf Avenue, has taken to social media to share an apology video after a scandal involving her brand went viral.
Matilda Djerf Documentary
According to this article by Fast Company, following a documentary by Aftonbladet that exposed allegations of a toxic work environment at Djerf Avenue, Djerf came under fire. Testimonies from 11 current and former employees described a culture of psychological abuse, with alleged claims of panic attacks, verbal abuse, and inappropriate behavior from Djerf, including accusations about her personal toilet and comments on body image.
Djerf has since apologized, acknowledging the concerns but denying some of the specific claims, and has expressed a commitment to improving the company’s work culture.
Matilda Djerf Scandal
Since the documentary went viral, Djerf has come forward to issue an apology in a now-viral video. She also accompanied it with a post on Instagram:
View this post on Instagram
Matilda Djerf Instagram Apology
However, in the apology video, fans allegedly noticed an alleged mistake that has seemingly resulted in multiple memes being made about the brand founder. This video posted by user @username69692004 shows the apology video posted by Djerf on her stories and how she allegedly messed up on a word:
@username69692004 Do people forgive her? #matildadjerf #drejfavenue #foruyou #drama #cancel @Matilda Djerf
In the clip, Djerf can be heard saying, “I know that my words will fall short and I know that what I am saying now will fart, fall short.”
Fans caught an alleged slight slip-up in which Djerf seemingly said the word “fart” instead of “fall” during her apology.
This sparked a flurry of memes online such as this one posted by user @lunavanlent on TikTok:
@lunavanlent I am so sorry, but it was so bad ???? not the cutt off in the end bye ???? #djerfavenue #matildadjerf
Suppsoedly, fans are also not sure if they fully buy Djerf’s apology following the documentary going viral online as it allegedly seems as though Djerf is just apologizing now for being caught as opposed to being genuinely sorry for her actions.
Djerf has endured a lot of backlash since the news came to light, with people commenting on her apology post and claiming that it doesn’t take “experience” to be a “kind person.”
What do you think about the allegations surrounding Djerf, the subsequent backlash she has received, and the memes that have reportedly resulted since her apology video went viral?
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Published by HOLR Magazine
Image Credit: @matildadjerf Instagram, @username69692004, @lunavanlent TikTok