‘I wasn’t prepared’ to steer firm | EUROtoday

The embattled boss of Swedish vogue model Djerf Avenue has apologised once more after claims she mistreated employees, blaming her lack of management expertise because the agency’s development exploded.

“I wasn’t ready,” Matilda Djerf wrote in a submit on Instagram, days after a report in Swedish information outlet Aftonbladet sparked backlash towards the model.

In the message, 27-year-old mentioned the agency was working to enhance its work tradition, which included hiring managers with extra expertise and introducing month-to-month nameless surveys of employees.

Ms Djerf, who began her on-line influencer profession in 2016, mentioned she was dedicated to “getting it right”.

“When 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,” she wrote.

“I’ll keep learning and working to ensure Djerf Avenue is a safe, inclusive space for everyone.”

Launched in 2019, Djerf Avenue quickly gained a following amongst younger ladies for wardrobe staples comparable to oversize button-down shirts and trousers.

The model, which reported round $35m (£27.5m) in income final 12 months, is thought for its measurement inclusivity and numerous mannequin illustration.

But it has been going through outcry from prospects after Aftonbladet reported claims bullying and body-shaming. It mentioned that some fashions had been advised they didn’t fill out a pair of denims, whereas others had been referred to as fats.

Djerf Avenue not too long ago held its first 10-day pop-up store in London, which noticed queues forming as much as three hours earlier than the shop opened.

Journalism pupil Evie Summers, who attended the pop-up to put in writing a report, mentioned the allegations towards Ms Djerf had been “incredibly disappointing and discouraging to the young, impressionable people who adore her”.

She mentioned the apology was the one route out there to Ms Djerf, who has gained a following not only for her designs, however for her “lifestyle and values”.

“With this in mind, it’s especially important for her to reflect the brand values of kindness and inclusivity towards her staff,” the 19-year-old mentioned.

In her message, Ms Djerf mentioned she hoped to rebuild belief together with her followers.

“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,” she added.

London resident Samantha Rogers mentioned the controversy was a reminder that manufacturers needed to reside by their values.

“I’m definitely sad about what’s happened, but I also think it’s great that brands are being called out when they don’t stick to the values they promote,” the 32-year-old advised the BBC.

“If your brand doesn’t feel real, it won’t stand the test of time.”