This week, Aftonbladet published a major review that reveals how the influencer, fashion profile and business leader Matilda Djerf bullied, favored and psychologically terrorized his staff at Djerf Avenue. That according to 11 witnesses who are or have previously been employed at the clothing company.
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The revelation spread quickly on social media and hours after the news came out in Sweden it had reached the rest of the world.
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Matilda Djerf at Djerf Avenue’s office in Stockholm. Photo: Stina Stjernkvist/SvD/TT
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Trending on TikTok
TikTok has quickly been filled with clips that address the subject in various ways, and the news is discussed in the comments section.
Some say they are disappointed and in total shock, while others are not particularly surprised by what is alleged concerning Matilda Djerf’s behavior and leadership.
Among other things, the testimonies that Matilda Djerf is disgusted by her staff taking public transport, and the fact that she has her own toilet in the office, have become a recurring meme on the platform.
Responded to the allegations in an email
IN Aftonbladet’s review, Matilda Djerf and the management at Djerf Avenue were given the chance to respond to all the claims that appear in the testimonies. She then replied the following in an email to the newspaper:
“If any staff member has felt mistreated or ill-equipped in their role as a result of my actions, that is something I am truly sorry for and apologize for.”
She also wrote that she did not recognize herself in all the claims, and that she would seek the help of a coach.
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Matilda Djerf speaks publicly for the first time after the revelation
Most people who followed the news since the revelation was published were just waiting for Matilda Djerf to make a public statement, and on Friday afternoon it came.
In her latest post on Instagram, which was published four days ago, she has spoken out in the comments section. She writes:
“Inclusion is one of my core values and the foundation of everything I’ve built with Djerf Avenue. I deeply value everyone who represents us and am committed to making sure they always feel valued, included and supported. If anyone has felt otherwise, I’m really sorry.”
Matilda Djerf’s first public statement after Aftonbladet’s review. Image source: Instagram
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Djerf Avenue’s answer
Like Matilda Djerf, Djerf Avenue has given a public response to the claims and criticism. They write:
“We are deeply sorry to hear that some employees have had some negative experiences during their time with us.”
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Djerf Avenue’s response to the criticism. Image source: Instagram