On Thursday, August 12, 2024, Aftonbladet released a review in which more than a dozen employees were interviewed at Matilda Djerfs company Djerf Avenue. The company has marketed itself as inclusive and has previously been praised for its plus-size sizes and advertising images that showcased bodies of different sizes and ethnicities.
Many have also seen Matilda as a very rare and kind person who outwardly seemed likeable.
Matilda Djerf. Image source: Claudio Bresciani / TT
The employees at Djerf Avenue are now testifying to terrible working conditions and a degrading work environment, bullying, mockery and favoritism that causes the employees to move up and down the hierarchy.
– Every day someone cries. It was not if but rather when and how many will cry today. Matilda has written on people that they are stupid in the head, said that the model in some picture looked “damn fat” and commented on people’s bodies in general, says an employee.
– She has her own toilet that only certain people she likes are allowed to use. At some point someone else had used it. Then one of our employees had to scrub it out, says another.
Matilda’s comment on the whole thing was that she should continue going to her coach so that she can… change her behavior.
– If any employee has felt mistreated or felt bad in their role because of my actions, that is something I am truly sorry for and apologize for. I will work actively with my leadership and, among other things, continue to receive support from a coach, she wrote The evening paper.
Celebrities distance themselves from Matilda Djerf
The review has now become a big talking point across the country and social media is overflowing with content in the area. What many did not believe was that famous faces would distance themselves from Matilda Djerf. But hey, got them.
At the time of writing, there are several celebrity profiles that actively distance themselves from Djerf and what happened on Djerf Avenue.
Here are some of those who mocked, joked and addressed what happened:
Emilio Araya
Emilio Araya is today a well-known face in the world of influencers as he is both a professional dancer who has appeared in Melodifestivalen, among other things. But he also has the podcast “Big and Little” along with it True Dollan. After the news about Djerf public, he published a video with the text: “POV: you work at Djerf but also have IBS and there is only one toilet free.
Emilio Araya. Image source: TikTokPerla Malmberg
One that has really become hot on the wallpaper this year is the TikTok profile Perla Malmberg. This was in connection with an argument at Rockbjörnen which, according to Perla, must have been between her and Rosanna Charles.
Perla has, regarding several topics, gone straight and said what she thinks. It might not therefore have come as a shock that she stuck her chin out straight away when it came to Djerf-gate.
– No, but apparently Matilda Djerf is a monster. What is really wrong with people? What happened to just being nice?, says Perla in her video.
Perla Malmberg. Image source: TikTokAdam Lukacs. Celebrity hairdresser.
The celebrity hairdresser Adam Lukacs posted a video of him working from the Djerf Avenue pop up shop. He quickly told that everything went well but also added at the end that Matilda finally came and “took over his job”.
Adam Lukacs worked on Djerf’s pop up. Image source: TikTokHollywood wives on TikTok
The Hollywood wives on TikTok today have over 273,000 followers on TikTok and post humorous videos on current topics.
On Thursday, the account published a video of Matilda Djerf donating in her office. The video is captioned: “Matilda Djerf getting ready for another day of bullying her employees”.
The Hollywood Wives on TikTok. Image source: TikTokJassankassan. TikTokers
Jassankassan also published a humorous sketch where she imitates Matilda Djerf in a very unflattering way.
Jassankassan. Image source: TikTokLAKI. Podcaster.
The podcaster and YouTube star Lovisa Karlsson published a video where she says:
“Imagine if Djerf has diarrhea around the clock and therefore needs his own toilet. Exactly, think about it.”
Lovisa Karlsson. Image source. TikTokAndrea Hedenstedt. Podcaster and influencer.
Andrea Hedenstedt runs one of Sweden’s largest podcasts and has a large Instagram account where she is followed by a whopping 150,000 people.
Andrea quickly took a stand by not only airing what happened, but also following both Matilda Djerf and Djerf Avenue.
“Since I followed both her and the company you are more than welcome to tag me if/when they issue an apology,” she wrote.
Andrea Hedenstedt. Image source: Instagram