Matilda Djerf’s vogue model faces backlash over bullying claims

Swedish clothes model Djerf Avenue is going through a backlash from followers following claims of bullying and body-shaming in opposition to its founder Matilda Djerf.

An investigation by Swedish information outlet Aftonbladet reported that 11 present and former workers described being belittled, referred to as names and yelled at within the office.

Ms Djerf, 27, instructed the BBC she was “deeply sorry” to anybody who has felt mistreated below her management.

However prospects like 22-year-old Sumi Mrkulic have vowed to “by no means buy something or voice assist once more”.

Sumi, from London, mentioned she was significantly involved after Aftonbladet reported that some fashions have been instructed they did not fill out a pair of denims, whereas others have been referred to as fats.

Djerf Avenue’s web site promotes a world “crammed with kindness, inspiration, and respect,” and the model is thought for its dimension inclusivity and numerous mannequin illustration.

Sumi instructed the BBC: “It renders all of their efforts to be inclusive fully performative. I truly discover it actually spineless.”

Influencer Matilda Djerf launched the model in 2019 and it shortly grew to become fashionable with younger ladies. It says it made round $35m (£27.5m) in income final 12 months.

It just lately held its first 10-day pop-up store in London, which noticed queues forming as much as three hours earlier than the shop opened.

Giulia Carrozzo, 20, from Germany, acquired an order from Djerf Avenue the day earlier than the allegations emerged. She mentioned she could be sending it again in mild of the report.

“Djerf Avenue has at all times marketed itself as a body-positive, inclusive and empowering model, so listening to allegations of body-shaming and a poisonous work atmosphere felt like a whole betrayal of the values they declare to uphold,” she mentioned.

“I knew instantly that this wasn’t one thing I might assist.”

Matilda Djerf, who began her on-line profession in 2016, was recognised for her work inside retail and e-commerce on the Forbes 30 below 30 checklist in 2023.

Giulia mentioned: “To me, supporting a model led by a lady felt like celebrating progress and uplifting ladies in enterprise. Nonetheless, these allegations… instantly contradict these values.

“I can not justify supporting a model that does not practise the values it promotes. Till there’s actual accountability and alter, I will not be buying from them.”

Matilda Djerf mentioned in a press release: “If any group member has felt mistreated of their function due to my actions, I’m deeply sorry, and I wish to sincerely apologize.

“I do not acknowledge myself in all of the claims which have been made, and I’ve chosen to not touch upon particular person instances. Nonetheless, I do imagine it is helpful that these issues are being raised, because it offers each me and Djerf Avenue the chance to develop and enhance.

“I wish to emphasize that I take full duty and see this as an opportunity to mirror, develop, and contribute to a greater tradition for everybody at Djerf Avenue.”

Djerf Avenue’s chief working officer, Pernilla Bonny, mentioned the corporate acknowledged the challenges in its office atmosphere and had taken steps to handle them.

These actions embrace conducting month-to-month nameless worker surveys, implementing an unbiased whistleblower perform, strengthening the administration group and finishing up an unbiased office evaluation with an exterior psychologist.