Influencer Matilda Djerf, who owns Swedish fashion brand Djerf Avenue, apologised after claims about her mistreating staff and toxic culture in her company surfaced. In an Instagram post, she wrote 'I wasn't ready', further adding that the firm was working to improve. This came days after Swedish publication Aftonbladet alleged that the work enviroment at Djerf Avenue is toxic and employees experienced loss of sleep and appetite and suffered panic attacks.
“To anyone who I’ve hurt or let down, I want to start off by saying that I’m genuinely sorry,” Djerf wrote in an Instagram post. “I really want to underline that I’m extremely committed to getting it right and to continuing growing.” Read More: Coca Cola Truck Full Of Kids? Video From Chicago Sparks 'Trafficking' Claims The 27-year-old further admitted that she was not 'the leader and colleague I wish to be', further citing stress, inexperience, 'high tempo and naivety'.
Reacting to her apology, fellow fashion influencer Erin Fahey wrote: “Experience has nothing to do with being a nice human." According to the Aftonbladet report, Djerf had a private toilet for herself and her 'favourite employees'. When an unauthorized person used the washroom, they were forced to clean it.
At least 11 workers spoke about 'crying at work' and having panic attacks. Read More: T-Mobile Accepting Starlink Beta Program Sign-Ups: Here's How You Can Join Some said that the influencer called a plus-size model in a marketing campaig.
