Swedish influencer and fashion brand founder Matilda Djerf recently issued a public apology. This comes after facing backlash over allegations of workplace toxicity at her fashion company, Djerf Avenue. The controversy started following a report in the Swedish news outlet Aftonbladet. The report detailed claims of bullying and body-shaming within the company. Now, many are wondering about what Djerf said.
Let’s delve into the details of Djerf’s apology.
Swedish influencer Matilda Djerf apologizes for workplace toxicity
Matilda Djerf, the founder of the popular Swedish fashion brand Djerf Avenue, has issued a public apology following allegations of workplace toxicity that have sparked significant backlash. In an Instagram post, Djerf admits that she was unprepared for the responsibilities of managing a rapidly growing company. Djerf wrote, “I wasn’t ready.”
The apology follows a report by Swedish news outlet Aftonbladet, which accused Djerf Avenue of fostering a toxic work environment. The article claimed that the company subjected staff and models to bullying. Reports indicated that some workers were told they didn’t “fill out” certain clothing or were labeled “fat.”
These allegations have sparked backlash, particularly among loyal customers who have supported the brand’s values of inclusivity and body positivity. In response to the criticism, Djerf outlined several steps the company is taking to address the issues. These include hiring more experienced managers and using monthly anonymous surveys to allow employees to voice concerns without fear of reprisal.
Djerf also wrote, “I had never built a company prior to this, and under a lot of stress, high tempo and naivety I failed to be the leader and colleague I wish to be along the way.” Despite the controversy, Djerf expressed a commitment to learning from her mistakes and ensuring that Djerf Avenue remains a safe and inclusive space for everyone.
