Popular style influencer Matilda Djerf issued an apology Tuesday following a shocking report on allegations of a toxic workplace at her company, Djerf Avenue. One employee described working at the company as “psychological terror” in a story published last week by the Swedish tabloid Aftonbladet . “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.” A post shared by Matilda Djerf (@matildadjerf) She admitted to not being “the leader and colleague I wish to be,” citing stress, inexperience, “high tempo and naivety.” Djerf, 27, and her public relations team have not addressed most of the specific allegations in the Aftonbladet report.
Eleven current and former employees spoke with the Swedish paper, describing panic attacks and trips home from the office in tears . According to the report, Djerf had a private toilet in the Djerf Avenue offices for herself and her “favorite” employees. When an unauthorized person accidentally used the toilet, she was forced to clean it.
Other employees said Djerf called a plus-size model in a marketing campaign “so f–king fat in these clothes” and routinely cursed out her workers . Djerf has 3 million Instagram followers and 1.5 million TikTok followers.
In 2023, she was named to the Forbes 30 Under 30 list . Her company prided itse.
