The encyclopedia · People & Management · Operational decision · 2024–2025
Djerf Avenue faced bullying and body-shaming claims — shoppers boycotted brand
Matilda Djerf's $35M fashion brand was hit by employee claims of bullying and body-shaming — customers returned orders and vowed never to buy again.
Djerf Avenue · 2024-12-14
What happened
Djerf Avenue was founded in 2019 by Swedish influencer Matilda Djerf, then 22, and her boyfriend Rasmus Johansson. The brand grew rapidly through Djerf's personal Instagram following and a carefully curated 'Scandinavian cool girl' aesthetic, reaching $35 million in annual revenue and a $34.5 million valuation by 2022.
On 14 December 2024, Swedish newspaper Aftonbladet published an investigation based on interviews with 11 current and former employees. They described a toxic work culture where Djerf belittled staff, called them names, and yelled at them. Plus-size models were told they 'didn't fill out a pair of jeans' or were 'called fat.' Employees reported insomnia, loss of appetite and panic attacks. One said: 'Most days I came home crying.'
The backlash was immediate. Customers publicly returned orders and vowed never to purchase again. Two days later, Djerf posted an apology video saying: 'If any team member has felt mistreated in their role because of my actions, I am deeply sorry.' She added she did not 'recognize myself in all the claims that have been made.' The brand announced anonymous employee surveys, a whistleblower function and external psychologist-led workplace assessments.
Why it happened
- Djerf Avenue marketed itself as body-positive and size-inclusive, making the body-shaming allegations a betrayal of its core promise — customers saw its inclusivity as performative.
- The company's culture was built around the founder's personal image with no professional HR function. When employees raised concerns, the reported response was 'We can't fire Matilda.'
- The brand grew from influencer fame to $35M without building the management infrastructure that a company of that size needs, leaving employees with no protection from founder behaviour.
The lesson
An influencer brand built entirely on the founder's personal image is one investigation away from collapse. When the person is the brand, their behaviour is the brand's biggest liability.
Aftermath
Matilda Djerf issued a public apology video. Djerf Avenue announced anonymous employee surveys, an independent whistleblower function and strengthened management oversight. However, customer trust was severely damaged, with many publicly returning products and vowing to boycott. The incident became a case study in the fashion industry on the risks of influencer-founded brands and founder-dominated company cultures.
Sources
- Influencer's brand faces backlash over bullying claims — BBC News
- Djerf Avenue Backlash: The Cult of the Founder Has Risks and Rewards — Vogue
- Djerf Avenue — Wikipedia
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