Djerf Avenue From Scandi-girl Icon To The Face Of A PR Disaster

Matilda Djerf, the influencer behind the beloved fashion brand Djerf Avenue, has seen her carefully crafted image unravel in recent months. Once a beacon of inclusivity and sustainability, the brand has faced controversies ranging from copyright disputes to allegations of workplace bullying. This is not the first time Matilda’s "kind girl" image has been tarnished. In 2023, the influencer was accused of being too harsh when accusing small businesses and content creators of copying her products. Here is a timeline of the rise and fall of Djerf Avenue, where these allegations came from, and how the response is being received.

The Rise of Djerf Avenue 

Djerf Avenue prides itself on simple, feminine basics that are timeless, size-inclusive, and high quality. The brand is highly transparent, sharing content from their Portuguese factories and behind-the-scenes moments with Matilda front and center. This transparency has built a reputation for quality and trust. Matilda is a huge advocate for brand transparency and has spoken about her choice to use only raw, unfiltered imagery: “We wanted to make sure that our customers know that what they see on the website is what they actually get.”

Matilda also prides herself on her resistance to following fashion trends, with an emphasis on slow fashion and sustainability. In an interview with WWD, she said, “It’s really important for me that no matter what we release, you can style it with previous items,” and “To this day, the first pieces that we launched, we still have in our collections today.” These values allowed Djerf Avenue to break through the noise of fast fashion and cultivate its consumer-conscious audience.

Her clothing line quickly became a sensation, with her fruit dressing gown and pajamas going viral across TikTok and Instagram. Little did we know, her biggest products would soon become her biggest downfall.

 The Fruit Print Controversy 

Earlier this year, there was an influx of dupes of Matilda’s fruit print dressing gown and pajama set, which were iconic to the brand. While the duplications were likely illegal and Djerf Avenue had the right to be concerned about these products regarding intellectual property, the aggressive reaction of the brand left a sour taste among its loyal customers.

Matilda reported many small TikTok creators for promoting these Amazon dupes, resulting in the accounts being banned, despite the creators not being the manufacturers of these duped products. This damaged the creators’ accounts and the income they could receive from their content. Other accounts that offered critiques comparing the dupes to Matilda’s originals were also targeted. Small creators fought back and voiced their frustrations with Matilda’s reaction to the videos she had removed.

Following the online backlash, Djerf Avenue stated their intention to redirect their focus from individual accounts to the sellers and manufacturers of duplicate products rather than targeting small content creators. While the brand did not issue a direct apology, it acknowledged that its actions had unintentionally impacted small content creators’ accounts. Djerf Avenue emphasized its commitment to engaging in dialogue with content creators associated with dupe products rather than immediately resorting to reporting.

This approach reflected their effort to address concerns while maintaining open communication with the community. The brand’s swift response to the issues reassured customers of its kind philosophy, and Djerf recovered from the incident. Trust was regained, and the problem seemed resolved. But this was just the beginning of the "mean girl" allegations.

Bullying Allegations 

Allegations of workplace bullying have been raised since the Swedish news outlet Aftonbladet carried out its investigation of the brand. Several employees stated that they had sleep problems and needed to see a psychologist during their time at the company due to the poor treatment of staff. Allegations included Matilda only allowing ‘favorite’ employees to use her personal bathroom and lining up employees to yell at them to make them cry. One statement read, "[Djerf] doesn’t even want to go to the same toilet as us employees. We are not fellow human beings or colleagues to her." Another employee stated, “People feel terribly bad. I've never seen so many people so broken.”

The statements have dissolved the respectable, diverse, and kind image Djerf stood for, leaving fans of the brand feeling betrayed. Matilda has also been accused of body-shaming and refusing to use images of plus-size models despite her advocacy for size inclusivity.

In response to the allegations Djerf says;

"I take the criticism that has come forward very seriously and want to be clear that a safe and respectful work environment is crucial for me, both as a person and as the founder of Djerf Avenue. If any staff member has felt mistreated or ill-equipped in their role due to my actions, that is something I am truly sorry for and apologize for."

Similarly to her response in 2023 to the copying of her designs, Djerf emphasizes the event as a learning opportunity, stating, "I want to emphasize that I take my responsibility and see this as an opportunity to reflect, develop, and contribute to a better culture for all employees at Djerf Avenue." While the statement takes accountability for her actions and shows Matilda’s commitment to improving her management, many believe this is too little, too late. Many loyal customers of Djerf Avenue are already contemplating what to do with their collection as they regret supporting the business. As Matilda has already been accused of misconduct in 2023, the statement appears hollow and highlights the brand’s values as a performance, leaving fans feeling misled by the influencer.

Brand Integrity

Matilda Djerf's approach to brand identity offers valuable lessons in maintaining trust and credibility. Brand identity is only as effective as the integrity behind those messages. If you claim that “A Djerf Avenue world filled with kindness, inspiration, respect, and the perfect wardrobe staples,” then you need to uphold these values consistently. If you have upset your audience before by calling out smaller creators, then you need to be even more conscious of upholding your brand image in the future. If you offer full brand transparency, you are also offering them your accountability. People expect an issue to be addressed when it first arises. For Matilda, this second round of “mean girl” allegations may have stretched the patience and trust of her followers too far. Rebuilding this trust will require more than an apology; it will need meaningful action as evidence of change. The critical question remains: has Djerf Avenue’s reputation suffered irreparable damage, or can it recover by demonstrating true accountability and change?