Matilda Djerf’s style model faces backlash following bullying allegations

Swedish clothes model Djerf Avenue is going through a backlash from followers following allegations of bullying and physique shaming towards its founder Matilda Djerf.

An investigation carried out by a Swedish media The evening newspaper reported that 11 present and former workers described being belittled, insulted and yelled at within the office.

Ms Djerf, 27, advised the BBC she was “deeply sorry” to anybody who felt mistreated below her management.

However prospects like Sumi Mrkulic, 22, have vowed to “by no means purchase something or voice help once more.”

Sumi, from London, mentioned she was significantly involved after Aftonbladet reported that some fashions had been being advised they did not fill out a pair of denims, whereas others had been being known as fats.

Avenue Djerf website promotes a world “crammed with kindness, inspiration and respect,” and the model is understood for its measurement inclusiveness and numerous mannequin illustration.

Sumi advised the BBC: “It makes all their efforts to be inclusive fully performative. The truth is, I discover it actually pointless.”

Influencer Matilda Djerf launched the model in 2019 and it rapidly grew to become well-liked with younger ladies. It claims to have made round $35m (£27.5m) in income final 12 months.

The corporate lately held its first 10-day pop-up retailer in London, throughout which queues shaped as much as three hours earlier than the shop opened.

Giulia Carrozzo, 20, from Germany, acquired an order from Djerf Avenue the day earlier than the allegations surfaced. She mentioned she would hearth him in gentle of the report.

“Djerf Avenue has at all times offered itself as a body-positive, inclusive and empowering model, so listening to allegations of physique shaming and a poisonous work surroundings felt like a whole betrayal of the values ​​they declare to face for,” a- she declared.

“I instantly knew it wasn’t one thing I might help.”

Matilda Djerf, who started her on-line profession in 2016, was acknowledged for her work within the retail and e-commerce business on the Forbes 30 below 30 listing in 2023.

Giulia mentioned: “For me, supporting a woman-led model felt like celebrating progress and uplifting ladies in enterprise. Nonetheless, these allegations…instantly contradict these values.

“I can not justify supporting a model that does not dwell out the values ​​they promote. Till there may be actual accountability and alter, I will not purchase from them.”

Matilda Djerf mentioned in a press release: “If any member of the group felt mistreated of their position due to my actions, I’m deeply sorry and want to sincerely apologize.

“I don’t establish with the entire claims which have been made and have chosen to not touch upon particular person circumstances. Nonetheless, I feel it’s invaluable that these considerations are raised, because it provides me and at Djerf Avenue, the chance to develop and enhance.

“I wish to emphasize that I take full duty and see this as a chance to replicate, develop and contribute to a greater tradition for everybody at Djerf Avenue.”

Djerf Avenue chief working officer Pernilla Bonny mentioned the corporate acknowledged the challenges in its working surroundings and had taken steps to deal with them.

These actions embody finishing up month-to-month nameless worker surveys, establishing an impartial whistleblowing perform, strengthening the administration group and finishing up an impartial office evaluation with a psychologist exterior.