Matilda Djerf has been making waves on TikTok in recent days for her toxic behaviors that she hid from the public; we'll explain all that to you.
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If you didn't know, Matilda Djerf is an influencer and entrepreneur who embodies sophisticated Scandinavian style in every way and who owns her own fashion and beauty brand, Djerf Avenue. However, we now learn that behind his soft girl aesthetic there lies a side that she had kept secret and which caused controversy; 11 of her employees denounced her in public.
In a report published in The evening papera Swedish media outlet, several people who work or have worked for Matilda were interviewed. Their words are heard; they accuse the fashion guru of “cultivating a toxic work culture described as 'psychological terror'”, according to J-14 .
According to their comments translated from the original report, Matilda's employees were regularly intimidated, pushing them to be “afraid” of their boss. Their identities remaining anonymous, some women shared terrible stories from their time spent at Djerf Avenue. One of them noted that the fashion designer lost her temper over trivial things, like when “her dinner wasn't reheated” or someone “was sitting in the wrong place.”
Another ex-employee added that Matilda used to “yell at us, and call us names.” Her most surprising story, on the other hand, is that the influencer apparently does not use the same bathroom as the employees, but rather her own toilet: “We are not humans or colleagues in her eyes”.
It appears that when the sign for Matilda's toilet came down one day, a company member used that stall by mistake, after which another employee was allegedly tasked with “cleaning the toilet so Matilda could use it.” use again”.
Finally, it is reported that many were called “obese” and discriminated against for not being able to fit into a certain pair of jeans. Rumors are flying on TikTok that Matilda was really like a mean girlsurrounding herself with certain employees whom she preferred and who benefited from her favors to the detriment of the rest of the employees, but who could be replaced at any time.
She has since posted a message in response to the controversy, which many found wanting. According to BBC, she mentions that a respectful environment is at the top of her priorities, and apologizes to anyone who may have felt that her actions impacted their work:
“If any member of the team felt mistreated in their role because of my actions, I am deeply sorry and would like to sincerely apologize.”
“I do not identify with all of the allegations that have been made and have chosen not to comment on individual cases. However, I think it is helpful that these concerns are raised because it gives me and Djerf Avenue an opportunity to evolve and improve.”
“I would like to emphasize that I take full responsibility for this situation and view it as an opportunity to reflect, evolve and contribute to a better culture for everyone within Djerf Avenue.”
As for the toilet story, Djerf's spokesperson, Pernilla Bonny, explained to the Swedish media that it was a measure introduced to “keep Matilda healthy”.
Matilda Djerf
Despite this feedback from the company, a large proportion of Internet users and consumers of the brand remain very disappointed. Addressing BBC, a 20-year-old woman from Germany said she ordered a package just before the allegations came against Matilda, which immediately prompted her to want to return the package. She explains:
“Djerf Avenue has always presented itself as a brand body-positiveinclusive and empowering, then hearing allegations of fat shaming and toxic work environment seemed to me a total betrayal of the values they claim to defend. I knew immediately that this was not something I could support.
Her feeling echoes that of several girls and women on TikTok and under the fashion house's publications, outraged to learn that it is based on the pathetic behavior of this influencer!
