Matilda Djerf broke her silence, pinning a comment under her latest post and writing: «Creating a safe, inclusive and respectful space has always been essential to me, both as a person and as the founder of Djerf Avenue. I take these allegations very seriously and if my actions have made anyone feel mistreated, I sincerely apologize. Inclusion is one of my core values and the foundation of everything I’ve built with the brand. I deeply value everyone who represents us and am committed to ensuring they always feel valued, included and supported. If anyone has felt otherwise I am truly sorry. I don’t recognize myself in all the accusations made, but I see them as an opportunity to listen, grow, take full responsibility as a leader. I am committed to reflecting, improving and promoting a better culture for all, with the advice and guidance of a coach and continuous feedback.”
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It’s true, users are tired of receiving the canonical apology videos that are designed around a table and are all the same but, even in this case, they are not at all satisfied with the way in which their (ex) favorite has decided to respond: a few lines under a post is not, according to them, sufficient to free themselves from accusations of this caliber.
There has been damage to the image: there are those on TikTok and IG who regret having taken advantage of the brand’s discounts (pre-storm) and are now considering whether to make a return, those who want to boycott Djerf Avenue and not buying anything anymore, those who stopped following the influencer and those who say they are relieved to have never bought anything.
However, there is no shortage of those who defend her, many find it difficult to believe that the image that Matilda has sold of herself, all these years, not only does not correspond to the truth but that she is exactly the opposite of what appears.
We just have to see how the matter will evolve, but one thing is certain: the virtual veneer of perfect personalities with seemingly perfect lives is increasingly faltering.
