Matilda Saga Albertina Djerf, co-founder of vogue model Djerf Avenue, was accused of perpetuating a poisonous office. The 27-year-old influencer was named in an exposé by Aftonbladet. The Swedish publication interviewed a number of present and former Djerf Avenue workers members, all of whom alleged bullying, favoritism and body-shaming from Matilda’s firm. In response to the information, Djerf Avenue broke its silence in an announcement.
“This is ongoing work, and this yr, we’ve made some necessary adjustments to enhance the work tradition at Djerf Avenue,” an announcement from the model learn, obtained by The Cut. “Amongst different issues, now we have employed a extra skilled administration workforce, now we have launched month-to-month nameless surveys to gather suggestions and take motion, now we have additionally arrange an exterior organizational psychologist to entry our office. We are additionally within the strategy of bringing in a further exterior HR skilled to assist the group.”
So, what did Matilda do? Find out what occurred and see her response, under.
Who Is Matilda Djerf?
Matila is a Swedish influencer and businesswoman who co-founded Djerf Avenue together with her boyfriend, Rasmus Johansson. Johansson reportedly serves because the CEO of the model.
What Did Matilda Djerf Do?
Multiple former and present staff of Matilda’s firm depicted a poisonous office in an exposé revealed by Aftonbladet. Some staffers claimed they misplaced sleep, suffered panic assaults and returned house crying from work some days, per Fast Company. One former staffer accused Matilda of “[yelling] at us” and “[calling] us names.” Another individual claimed that Matilda could be offended “if there was no espresso,” “if somebody was sitting within the mistaken seat,” or “if her meals hadn’t been heated up” for her. A separate individual claimed that Matilda had her personal private rest room within the workplace, and when somebody by chance used it, one other worker needed to “scrub the bathroom earlier than Matilda might use it once more.”
One accuser even advised Aftonbladet that the office at Djerf Avenue was “psychological terror.”
How Much Is Djerf Avenue Worth?
Djerf Avenue introduced in round $35 million in income, based on BBC.
What Did Matilda Say About the Accusations?
Matilda stayed off of social media for a number of days to satisfy together with her workforce at Djerf Avenue, she claimed in a prolonged Instagram put up on December 17, 2024.
“Over the previous few days, I’ve been quiet on social media. My highest precedence has been to satisfy with the Djerf Avenue workforce and converse to them,” Matilda defined. “I’m [fully] conscious that my phrases right here aren’t a solution or an answer, however for me it’s necessary to write down this on to you. To anybody who I’ve harm or let down, I wish to begin by saying that I’m genuinely sorry.”
Manila added that she had no prior experiencing main a workforce like this and pointed to a “lot of stress” in her be aware.
“When I began Djerf Avenue, I by no means anticipated that the corporate could be what it’s right now, with so many workforce members and a lot duty,” Matilda admitted, earlier than acknowledging, “I wasn’t prepared. I had by no means led a workforce previous to this, I had by no means constructed an organization, and underneath. Lot of stress, excessive tempo, and naivety I did not be the chief and colleague I want to be alongside the way in which [sic]. And for that I’m so, so sorry. I want my development occurred sooner. I actually wish to underline that I’m extraordinarily dedicated to getting it proper and persevering with rising.”