Matilda Djerf Responds to Workplace Bullying Allegations

Swedish entrepreneur Matilda Djerf has publicly addressed serious accusations of bullying and verbal abuse lodged by former employees of her fashion brand, Djerf Avenue. Multiple staff members have claimed that the rapid expansion of the company fostered a stressful environment where managerial support fell short and tensions rose. The situation has garnered significant attention online, prompting discussions about the hidden costs of influencer-led brands.

In a recent apology shared on her social media, Djerf acknowledged that she “failed to be the leader and colleague I wish to be” and expressed that she was “genuinely sorry” for the harm caused. She admitted to being unprepared for the responsibilities that came with a growing staff, noting that she had never led a team before. As part of her efforts to improve the workplace, Djerf mentioned plans like “introducing monthly anonymous surveys” and bringing in “more experienced management” and external organizational specialists to assess and guide the company toward a healthier culture.

These promises now face the scrutiny of the management workers and the public at large. Whether these measures will truly address the underlying issues remains to be seen, but observers are still upset at the situation in the first place. Some say no efforts can undo the damage to those affected by it.