Matilda Djerf's fashion brand faces backlash over bullying claims

Published On Dec 13, 2024, 7:11 PM

Swedish clothing brand Djerf Avenue, founded by influencer Matilda Djerf, is facing significant backlash due to allegations of a toxic work culture, including bullying and body-shaming among employees. Current and former staff reported being belittled and subjected to derogatory comments, contradicting the brand's marketed values of inclusivity and empowerment. This has led to promises from customers to boycott the brand, potentially impacting sales. Matilda Djerf expressed regret over the situation, while company executives acknowledged the need for workplace improvements and have begun implementing changes.