Matilda Djerf, the Swedish influencer at the heart of the storm

She advocated kindness, sharing and inclusiveness, evoking the importance of a “safe place” within her company. In just a few years, Swedish influencer Matilda Djerf had built an empire around her ready-to-wear brand, Djerf Avenue, seductive with its chic and minimalist aesthetic. With several dozen employees, thousands of followers flocked to its online site every day, while its turnover reached $34.5 million last year. His face beaming with a satisfied smile in the ranking Forbes 2023 of the 30 most influential people under 30 in the world. But the girlboss with 3 million subscribers on Instagram is now falling from her throne, caught in turmoil in the face of serious accusations from several of her employees.

According to a survey by Swedish media The evening papernearly eleven current and former employees accuse Matilda Djerf of inappropriate behavior having created a toxic professional atmosphere. Favoritism, harassment, grossophobic remarks: all denounce a working environment – ​​based in Stockholm – marked by fear and “psychological terror”.

“She was shouting at us”

Produced in the form of a nine-minute video, this investigative work reveals the hidden side of the company. “The company gives itself a false image on social networks. What it shows is not reality, it’s quite the opposite,” said a witness. And another added: “Every day in this company was a new psychological trauma. » Several employees report grossophobic comments attributed to the boss. “We once had a plus-size model. When the photos arrived, Matilda said: 'We have to take the photos again, she looks too fat in these clothes,'” says a former employee.

If some were subjected to criticism of their physique, to reprimands or to public humiliation, others were, on the contrary, pampered, which accentuated the general uneasiness. The investigation highlights obvious favoritism, citing for example that “toilets were reserved for Matilda and her favorites”. For the others, “she shouted at us, she insulted us. I have never met someone so terrifying,” confides a former employee. These abusive situations would have plunged certain employees into deep psychological distress, forcing them to consult a professional or take medication to manage anxiety and sleep problems.

Mea culpa time

This investigation quickly caused a shock wave on the Internet, with thousands of Internet users calling for a boycott of the brand. Faced with this outcry, Matilda Djerf remained silent for five days before speaking out on December 17 via a publication on social networks. “I wasn't ready. I had never led a team or started a business. In a context of stress, high pace and naivety, I failed to be the leader and colleague I wanted to be,” she conceded.

Taking responsibility, the 27-year-old director apologized, adding that she was “a young woman who built a business without management training” and had “made mistakes”. She also assured that she had called on an external human resources specialist to resolve these problems. Regrets greeted with mixed reactions. While some fans praised her “good faith”, others expressed doubts: “If you needed 'experience' to be nice, then you weren't a good person to begin with” or even “Would tells you the same thing without media pressure? », We could read in the comments. Another user concluded: “You’re sorry… This is the perfect example of influencer arrogance. Always remember that you are only as big as the people who support you.”