Influencers We ADORED in 2022
Influencer Matilda Djerf is breaking her silence.
The Djerf Avenue founder, who has over three million Instagram followers, came under fire after 11 anonymous current and former employees of the clothing brand accused Matilda of bullying, fat-shaming and being a "psychological terror," among other things, in a Dec. 12 report from Swedish outlet Aftonbladet.
Now, days later, the 27-year-old—who founded the company in 2019—issued an apology online.
"To anyone I've hurt or let down, I want to start off by saying that I'm genuinely sorry," Matilda, who said she met with her team to apologize amid her social media silence, wrote on Instagram Dec. 17. "When I started Djerf Avenue I never expected that the company would be what it is today, with so many team members and so much responsibility. I wasn't ready."
Matilda acknowledged that because she "had never led a team" or "built a company" prior to Djerf Avenue, she was in over her head and let the pressure get to her.
"Under a lot of stress, high tempo and naivety I failed to be the leader and colleague I wish to be along the way," she explained. "And for that I am so, so sorry. I wish my growth happened faster. I really want to underline that I'm extremely committed to getting it right and to continuing growing."
Instagram/Matilda Djerf
In the Aftonbladet article, whistleblowers alleged Matilda frequently berated employees, calling them names and would get angry if somebody "was sitting in the wrong seat" or if her food "hadn't been heated up."
And in Matilda's apology, which came after a week-long absence from social media, she noted that she met with her team.
While she didn’t address specific allegations, the influencer, who also started a spinoff brand Djerf Beauty, went on to outline some of the "important changes" that she and her team have implemented this year.
"We are constantly working on improving and developing the internal business, everything from structures that need to be set in place to new initiatives," Matilda explained. "Amongst over things, we have hired a more experienced management team, we have introduced monthly anonymous surveys to collect feedback and take action, we have also set up an external organizational psychologist to assess our workplace."
The Borås, Sweden, native added that the company is "also in the process" of hiring an "external HR professional."
Instagram/Matilda Djerf
"Moving forward, I'm committed and want to focus my all on becoming the best leader and colleague I can be," she added. "I'll keep learning and working to ensure Djerf Avenue is a safe, inclusive space for everyone."
Matilda ended by expressing her gratitude for those around her who have "had honest and transparent conversations" with her in recent days.
Keep reading for more influencer scandals.