Fashion girls everywhere are clutching their pearls after the allegations put forth by 11 former Djerf Avenue employees against Founder Matilda Djerf.
Matilda Djerf in the Djerf Avenue Robe
Unlike the robe from Djerf Avenue that went viral, things in the media currently are a bit more infamous.
The brand, which reported around $35m (£27.5m) in revenue last year, is known for its size inclusivity and diverse model representation. – BBC NEWS
Why Is Matilda Djerf So Famous?
Matilda Djerf has amassed a large following beginning in 2016. She was known for her sweet girl persona, minimal and comfort-first style, and full tresses. Matilda’s growth was a steady incline and made it a natural next step in her career to found Djerf Avenue.
Marie Claire describes it as having “forged such a devoted following that she was able to harness its engagement to launch a fashion brand – Djerf Avenue – with her partner Rasmus Johansson.”
Djerf Avenue Swedish Interview
“It has come out that you have a toxic culture in the workplace. How do you think you’ve gotten here?” Says the reporter. Rasmus, Matilda’s partner goes onto say, “We have grown quickly, that’s absolutely not an excuse. But we have tried to do the best can, and we have hired employees to help us. It has definitely not been enough.”
Rasmus goes onto say, “it’s horrible to see Matilda go through this, but our plan is to move forward in the company right now, and that included Matilda.”
During the entirety of the video Matilda looked very sad and unimpressed. To go through a public falling out with previous staff members must have not been what she predicted for her year end.