Influencer Matilda Djerf is addressing allegations of misconduct at her eponymous fashion and lifestyle company.
In a report published by a Swedish publication AftonbladetSwedish designer and winner of the Forbes 30 Under 30 list has been accused of abuse, discrimination and creating a toxic work environment by a group of anonymous former Djerf Avenue employees. Djerf replied that she “does not recognize herself in all the allegations” and did not want to comment on individual allegations.
A translation of the allegations, which were originally published in Swedish, include allegations that Djerf cursed and condescended to her employees, showed affection, berated them publicly and reduced many of them to tears with her behavior.
in Aftonbladet report, one former employee claimed that Djerf, 27, saw a picture of the plus-size model and replied, “We have to reshoot this, because she looks so freaking fat in this outfit. We can’t show it.”
“Every day there is psychological terror in that office,” one person said Aftonbladet.
“The outside image of the company is nothing like the reality of working here – quite the opposite,” added another.
Đerf poses for a selfie.
Matilda Djerf/Insatgram
A representative of Avenija Djerf did not respond to LJUDI’s request for comment.
However, Djerf and Pernilla Bonny, a spokeswoman for the company, have now responded to the allegations in a statement, telling the same Swedish newspaper that they take the criticism seriously.
“I take very seriously the criticisms that have arisen and I want to be clear that a safe and respectful work environment is essential for me, both as a person and as the founder of Djerf Avenue,” Djerf said, according to a translation from Glamour.
“If any member of staff felt abused or ill-equipped in their role as a result of my actions, that is something for which I am truly sorry and for which I apologise,” she continued. “It was never my intention to contribute to a work environment that adversely affects anyone and I am sorry that there are employees who have had such experiences.”
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The 27-year-old also added that she does not “recognise herself in all the allegations” and would not comment on individual allegations.
“However, I think it’s worth pointing out, because it gives me and Avenija Đerf the opportunity to develop and become better,” added Đerf.
in Aftonbladet report, another accuser claimed Djerf claimed to have a toilet in the company office and said only she and her “favorite” employees could use it. She allegedly put a sign on the bathroom door saying “Please do not use!” in English. At one point, the sign fell and was used by an employee who was not marked as “favorite”, and Đerf allegedly forced that employee to scrub the toilet as a punishment.
“[Djerf] he doesn’t even want to go to the same toilet as us employees. We are neither other human beings nor colleagues,” said the prosecutor.
Bonny specifically commented on the WC allegations, saying Aftonbladet that Djerf had her own bathroom as “a measure we introduced to help [Djerf] stay healthy”, trans Cut.
“Our office makes it possible to offer this solution without affecting other employees’ access to the facilities,” the spokesperson said.
“We want to be clear that such a situation should never happen,” concludes Bonny.
Djerf and her boyfriend Rasmus Johansson co-founded Djerf Avenue in 2019, and the brand sells Scandinavian-inspired clothing for “clean girls” in muted colors, as well as cosmetics and homewares.
Categories: Trends
Source: HIS Education