Fashion guru Matilda Djerf issues groveling apology over shocking bullying allegations made by employees The Swedish fashion influencer has finally issued an anticipated apology The response came after a Swedish newspaper published shocking allegations READ MORE: Forbes 30 Under 30 influencer accused of bullying employees By MARGARET ABRAMS FOR DAILYMAIL.COM Published: 15:55 EST, 17 December 2024 | Updated: 16:00 EST, 17 December 2024 e-mail 2 View comments Swedish fashion influencer Matilda Djerf has finally issued an apology after employees claimed that she forced them to scrub toilets and that she slammed 'fat' models. Matilda founded the clothing brand Djerf Avenue with her boyfriend Rasmus Johansson in 2019 with a focus on inclusivity and sustainability.
Their company reached $35 million in just four years and was a hit on TikTok with Gen Z women who wanted to emulate her 'clean girl' aesthetic and lifestyle. The brand says its world is 'filled with kindness, inspiration, respect and the perfect wardrobe staples,' according to its website. Despite the tagline, the brand's employees have since spoken out against her .
Matilda, who made the prestigious Forbes 30 Under 30 list in 2023, has been accused of 'regularly' making employees 'cry by yelling or belittling them.' Matilda, 27, responded to the backlash about the toxic work environment at her company Djerf Avenue on Instagram Tuesday. The much-anticipated response came after the Swedish newspaper Aftonbladet published .
