Is This the Final Fall of Matilda Djerf?

A recent investigation by Swedish news outlet Aftonbladet has uncovered workplace allegations at Djerf Avenue, a fashion company led by influencer Matilda Djerf. Testimonies from more than 10 current and former employees reveal a troubling picture of the company’s work environment and leadership. After watching the interview, here’s what I learned.

Djerf Avenue Icons. Photo by @djerfavenue on Instagram, September 23, 2023.

Claims of Psychological Abuse

Employees describe experiencing what they call “psychological terror” under Djerf’s leadership. Instances include being rhetorically asked, “Are you stupid?” or being told, “You’re really bad at your job.” Yelling was reportedly common, even for minor issues such as misplaced seating, unheated food, or a lack of coffee. Staff members, primarily young women, have expressed fear of speaking out due to potential repercussions.

Former employees share instances where Djerf allegedly lined up staff to criticize them, creating an environment of humiliation and fear. Refusing overtime reportedly led to demotion within the company. This ongoing stress has been linked to sleep disturbances, anxiety, and even prompted some employees to seek psychological help.

Alleged Favoritism and Discriminatory Practices

A culture of favoritism is alleged to exist at Djerf Avenue, with employees being ranked hierarchically. Djerf’s personal bathroom was reportedly off-limits to most employees, with access granted only to her favorites. When a staff member unknowingly used the bathroom, they were reportedly made to scrub it, highlighting the growing divide between leadership and employees.

Matilda Djerf is also accused of making disparaging comments about employees' bodies and appearances. One instance includes Djerf allegedly calling for a photoshoot redo, claiming a plus-size model looked “too fat” in the clothing. Employees of diverse ethnicities and body types were reportedly objectified for marketing purposes, yet they felt their inclusion was insincere.

Impact on Employee Well-Being

The reported practices have had a significant impact on employees' mental and physical well-being. Descriptions of the workplace include terms like “humiliating,” “insulting,” and “traumatic.” Many employees reported reaching their lowest emotional points while working at Djerf Avenue. Some shared experiences of panic attacks and hyperventilation even after leaving the company, underscoring the lingering psychological impact.

Stefan Bloomber, a psychologist specializing in workplace bullying, weighed in on the situation, noting that the described behaviors violate Swedish labor laws. Bloomber pointed out that this ongoing criticism and a culture of fear can undermine employees' confidence and lead to serious health problems.

Leadership and Company Response

In response to the allegations, Djerf Avenue acknowledged shortcomings in its workplace culture and expressed a commitment to improvement. Measures, they claim, are being planned for implementation by Spring. Matilda Djerf herself issued an apology, stating that she will work on improving her leadership skills with the help of a coach. However, she also noted that she does not relate to all the allegations made against her.

The allegations against Djerf Avenue highlight a stark contrast between the company’s outward image of inclusivity and the internal experiences reported by employees. As the company faces public scrutiny, its response and future actions will determine its ability to rebuild trust and foster a healthier workplace environment.

Citations:

Aftonbladet. (2024). Employees allege toxic workplace culture at Djerf Avenue [Video]. Aftonbladet. https://tv.aftonbladet.se/video/378404/djerf