Matilda Djerf apologizes after reports of a toxic workplace
A Social Media Influencer Apologizes for Toxic Work Environment at Fashion Brand
A well-known social media influencer has issued a public apology following allegations of creating a toxic work environment at her fashion brand, Djerf Avenue, as reported by a Swedish tabloid. Matilda Djerf took to Instagram to express her remorse, stating that she is genuinely sorry for any harm or disappointment caused to individuals affected by the reported incidents.
The tabloid, Aftonbladet, detailed accounts from 11 former and current employees of Djerf Avenue, who described instances of public berating, bullying, and a culture of favoritism and control within the company. Some employees reportedly suffered from panic attacks, anxiety, and sleep disturbances due to their experiences at the Swedish brand.
Shockingly, one individual disclosed that Djerf had allegedly made derogatory comments about a plus-sized model during a photo shoot, using inappropriate language to express dissatisfaction with the model’s appearance in the clothing. Additionally, it was reported that Djerf had a private toilet installed at the company for her exclusive use, leading to accusations of preferential treatment.
Reflecting on the situation, Djerf acknowledged her shortcomings as a leader and expressed regret for not meeting her own expectations. She admitted to being unprepared for the responsibilities that came with managing a team and running a company, which led to the creation of a negative work environment. In an effort to address these issues, Djerf Avenue has implemented changes such as hiring a more experienced management team and consulting with an external organizational psychologist to support employees’ well-being.
Furthermore, the company has introduced monthly anonymous surveys to gather feedback from staff members, aiming to improve communication and foster a healthier work culture. Despite the challenges faced, Djerf remains committed to making positive changes within her business and ensuring a more supportive and inclusive environment for all.
Last year, Djerf gained recognition by being featured on Forbes’ “30 under 30” list alongside her boyfriend and co-founder of Djerf Avenue, Rasmus Johansson. With a signature “clean girl” aesthetic and successful collaborations in the fashion and beauty industry, Djerf continues to be a prominent figure in the influencer community.
The recent revelations serve as a reminder of the importance of fostering a respectful and nurturing workplace environment, where employees feel valued and supported in their roles. Djerf’s apology and commitment to change are crucial steps towards rebuilding trust and promoting a positive work culture within her brand.
