Influencer Matilda Djerf Allegedly Verbally Abused Her Staff: The Djerf Avenue Controversy, Explained

You may know Matilda Djerf for her signature blonde, bouncy locks, her role in popularizing the “Scandi-girl style,” or her viral clothing brand, Djerf Avenue. But now, the Swedish influencer has found herself at the center of a major controversy. Here’s what’s going on:

The 27-year-old social media star is under fire after a scathing report from Swedish newspaper Aftonbladet featured 11 interviews with alleged former and current employees of Djerf Avenue. According to the report, they accused Matilda of fostering a toxic workplace culture described as “psychological terror.”

In interviews, some employees—whose identities were hidden—claimed they were “bullied” daily and felt “scared” and “terrified of Matilda,” according to English-translated subtitles of the Swedish report.

One former employee, referred to as Stina, alleged that Matilda “yells at us, calls us names.” Another, dubbed Anna, claimed Matilda would lose her temper over small things, like “if there was no coffee,” “if someone was sitting in the wrong seat,” or “if her food hadn’t been heated up.”

One of the most bizarre accusations came from Stina, who said Matilda had her own personal toilet at the office. “[Matilda] doesn’t even want to go to the same toilet as us employees. We are not fellow human beings or colleagues to her,” the accuser said.

When the sign marking the toilet fell off, an employee reportedly used it by mistake, prompting another staff member to “scrub the toilet before Matilda could use it again.”

In response, both Matilda Djerf and Djerf Avenue spokesperson Pernilla Bonny released statements addressing the allegations.

“I take the criticism that has come forward very seriously and want to be clear that a safe and respectful work environment is crucial for me, both as a person and as the founder of Djerf Avenue,” Matilda said, per Glamour. “If any staff member has felt mistreated or ill-equipped in their role due to my actions, that is something I am truly sorry for and apologize for.”

Pernilla specifically addressed the toilet claim, explaining to Aftonbladet that the bathroom was intended as “a measure we have introduced to help [Matilda] stay healthy.” She added, “Our office makes it possible to offer this solution without affecting other employees’ access to facilities.”

While Matilda denied recognizing herself in all the claims, she welcomed the feedback, saying, “I think it is valuable that this is highlighted, as it gives both me and Djerf Avenue the opportunity to develop and become better.”

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