Influencer Matilda Djerf speaks out after being accused of ‘psychological terror’ at clothing company

Matilda Djerf, a Swedish influencer and co-founder of the favored style model Djerf Avenue, has responded to accusations that she created a local weather of “psychological terror” in her office.

Djerf, 27, a Forbes 30 underneath 30 honouree, is alleged to have repeatedly yelled at her staff, compelled one to wash her private rest room, and made fatphobic feedback.

In a press release shared on Instagram on Tuesday (December 17), Djerf addressed the claims with an apology and a mirrored image on her function as a pacesetter.

“Over the previous few days, I’ve been quiet on social media,” the style influencer wrote. “My highest precedence has been to satisfy with the Djerf Avenue crew and converse to them. I’m totally conscious that my phrases right here usually are not a solution or an answer, however for me it’s vital to put in writing this on to you.”

Acknowledging her shortcomings, Djerf admitted to feeling unprepared for the fast progress of her firm. “Once I began Djerf Avenue, I by no means anticipated that the corporate could be what it’s right now… I wasn’t prepared. I had by no means led a crew previous to this, I had by no means constructed an organization previous to this, and underneath quite a lot of stress, excessive tempo, and naivety, I didn’t be the chief and colleague I want to be. And for that, I’m so, so sorry.”

Djerf emphasised her dedication to non-public {and professional} progress, stating, “I want my progress occurred sooner. I need to underline that I’m extraordinarily dedicated to getting it proper and to persevering with rising.”

Concluding her assertion, Djerf pledged to prioritize progress and accountability transferring ahead. “I’m dedicated and need to focus my all on changing into the most effective chief and colleague I might be. I’ll continue to learn and dealing to make sure Djerf Avenue is a protected, inclusive house for everybody. I need to finish by saying thanks to all of you who’ve had trustworthy and clear conversations with me over the previous few days.”

Djerf Avenue, recognized for its minimalist Scandinavian designs, has grown quickly since its launch in 2019. Nonetheless, former staff informed Aftonbladet about alleged poisonous habits behind the scenes.

“She may yell at you in entrance of the entire workplace, I used to be scared each day that I might get a scolding,” mentioned one of many eleven employees members who got here ahead.

“I’ve most likely by no means been so petrified of an individual in my life,” mentioned one other, as employees reported “crying each day”, having “panic assaults” and “hyperventilating.”

“A recurring stress is what many describe as a favouritism tradition, the place you’re moved up and down within the hierarchy,” mentioned the report.

This included her private toilet, which solely Djerf’s “favorite” staff have been allowed to make use of. When one employees member used the room by mistake, one other worker was reportedly compelled to wash the bathroom clear earlier than Djerf may use it once more.

In a press release shared with The Unbiased, the influencer initially mentioned she didn’t “acknowledge myself in these claims.”

She mentioned, “I need to emphasise that I take accountability and see this as a possibility to replicate, develop, and contribute to a greater tradition for all staff at Djerf Avenue. I’ll actively work on my management, together with persevering with to hunt help from a coach.”