Matilda Djerf’s Djerf Avenue is heading to London with first UK pop-up

Djerf Avenue, founded by Swedish Content Creator Matilda Djerf, is celebrating its fifth birthday by hosting a pop-up in London. This marks the minimalist brand’s first-ever physical store presence in the UK.

The Christmas-themed pop-up, which will open its doors on Friday 29 November until 8 December, is located in the heart of Covent Garden at 25 Shelton Street. It’ll feature Djerf Avenue’s A/W clothing collection and the latest news from Djerf Avenue Beauty.

After garnering a loyal following for her effortlessly chic outfits and voluminous golden locks, Matilda Djerf, along with her partner Rasmus Johansson, founded Djerf Avenue in 2019. Thanks to Djerf’s 3.1 million followers on Instagram alone, it didn’t take long for the brand to access cult status with its timeless ready-to-wear fashion.

Later, after continually being praised for and asked about her hairdos and swooping bangs, the influencer-turned-entrepreneur launched Matilda Djerf Beauty in March of this year. The category launched with a volume spray 'The Breezy Styling Mist' (£25) and a multi-use styling gel 'The On-The-Go Styling Gel' (£19).

At the London pop-up, Swedish bakery Fabrique will be serving up Swedish treats and hot drinks, plus visitors will receive surprise treats from local businesses.

Throughout the pop-up, Djerf Avenue’s community is invited to have their hair styled for free by Dyson Beauty, using Djerf Avenue Beauty products, of course, and Essie manicures will be available on the weekends.

The London pop-up follows the successful openings of Djerf Avenue pop-ups in New York and Stockholm over the past year.

Matilda Djerf, Co-founder of Djerf Avenue, said: "I am beyond excited to bring Djerf Avenue to London. We have an amazing community in the UK and the pop-up will allow space for every single one of our angels and anyone curious about our brand to come together in one place. December marks our fifth birthday and we can’t think of a better way to mark the occasion than this."