A popular social media influencer has issued an apology after a Swedish tabloid published a report saying she created a 鈥渨ork environment filled with fear and psychological pressure鈥� at her fashion brand, Djerf Avenue.
In an Instagram post on Tuesday, Matilda Djerf said she was 鈥済enuinely sorry鈥� to anyone she has 鈥渉urt or let down鈥� after the tabloid, Aftonbladet, reported employees at her company had experienced or saw public berating, bullying and a 鈥渃ulture of favoritism and control.鈥�
The tabloid's report, which was published last week, cited 11 anonymous former and current workers at the Swedish brand, several of whom said they experienced panic attacks, anxiety and sleep problems while working for Djerf.
One person told Aftonbladet that Djerf 鈥� whose company focuses on inclusivity 鈥� said she wanted a photo shoot of a plus-sized model redone, using an expletive and saying the model looked too 鈥渇at鈥� in the clothes.
The report also cited someone that said Djerf had installed her own toilet at the company that could only be used by her and 鈥渉er favorites.鈥� One employee had to scrub the toilet because it was used by the wrong person, it said.
鈥淲hen I started Djerf Avenue I never expected that the company would be what it is today, with so many team members and so much responsibility,鈥� Djerf wrote in her post on Instagram, where she has 3 million followers. 鈥淚 wasn鈥檛 ready. I had never led a team prior to this, I had never built a company, and under lot of stress, high tempo, and naivety I failed to be the leader and colleague I wish to be along the way. And for that I am so, so sorry.鈥�
The 27-year-old also said her business 鈥� which sells apparel, beauty and homeware products 鈥� was making 鈥渋mportant changes鈥� to improve the work culture. She said the company has hired a 鈥渕ore experienced鈥� management team and were teaming up with an external organizational psychologist who could talk to employees.
Djerf Avenue is also now doing monthly anonymous surveys to collect feedback from workers, the post said.
Last year, Djerf was featured on Forbes鈥� 鈥�30 under 30鈥� list along with her boyfriend Rasmus Johansson, who co-founded the clothing label with her in 2019.
Known for her and bouncy hair, Djerf recently had a prominent campaign with model Hailey Bieber鈥檚 skincare and beauty line, Rhode.
Haleluya Hadero, The Associated Press
