Djerf Avenue is under fire from customers after allegations arise about bullying and body-shaming within the company, challenging its values of inclusivity and empowerment.
Influencer's Fashion Brand Faces Scrutiny Over Allegations of Workplace Bullying
Influencer's Fashion Brand Faces Scrutiny Over Allegations of Workplace Bullying
Fans express disappointment as Matilda Djerf's clothing line grapples with claims of a toxic environment.
Swedish fashion label Djerf Avenue is attracting criticism as accusations of workplace bullying and body-shaming surface against its founder, Matilda Djerf. A report by Aftonbladet revealed troubling testimonials from 11 current and former employees who reported experiences of being belittled, insulted, and subjected to a hostile atmosphere.
In an emotional response to the incidents, Djerf, aged 27, expressed regret towards those who felt mistreated during her tenure and emphasized her commitment to fostering a more positive environment. However, many fans, including London-based 22-year-old Sumi Mrkulic, now feel disillusioned, vowing to cease their support for the brand. "The allegations have transformed my view of Djerf Avenue; it renders their claimed inclusivity utterly performative and spineless," she stated.
The controversy deepened following a report that models working with the brand were criticized about their body shapes, undermining the brand's core message of empowerment and diversity. Giulia Carrozzo, a 20-year-old German customer, noted her immediate disillusionment with Djerf Avenue, which she previously viewed as a beacon of progress for women's entrepreneurship. After receiving an order just as the allegations emerged, Giulia has decided to return it, stating, "The body-positive messaging now feels like a complete betrayal of the brand’s stated values."
Djerf was notably recognized in the Forbes 30 under 30 list for her contributions to retail and e-commerce in 2023, and her brand reportedly generated $35 million in revenue last year. The recent pop-up shop in London generated significant buzz, with fans standing in line for hours, but the allegations have since cast a shadow over this budding success.
Addressing the backlash, Djerf stated, “If any team member has felt mistreated in their role because of my actions, I am deeply sorry.” She also recognized that the concerns raised present an opportunity for personal and organizational growth. Perilla Bonny, the brand's COO, reinforced the company's commitment to improving its workplace, citing initiatives like anonymous monthly surveys and independent assessments designed to enhance the environment for the staff.
Djerf Avenue, long celebrated for its messaging of kindness and respect, now faces the daunting challenge of rebuilding trust with its customer base while embodying the principles it claims to champion.
