Matilda Djerf’s vogue model faces backlash over bullying claims | EUROtoday

Swedish clothes model Djerf Avenue is dealing with a backlash from followers following claims of bullying and body-shaming towards its founder Matilda Djerf.

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

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

But prospects like 22-year-old Sumi Mrkulic have vowed to “never purchase anything or voice support again”.

Sumi, from London, stated she was notably involved after Aftonbladet reported that some fashions have been advised 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 “filled with kindness, inspiration, and respect,” and the model is thought for its dimension inclusivity and numerous mannequin illustration.

Sumi advised the BBC: “It renders all of their efforts to be inclusive completely performative. I actually find it really spineless.”

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

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, obtained an order from Djerf Avenue the day earlier than the allegations emerged. She stated she could be sending it again in mild of the report.

“Djerf Avenue has always marketed itself as a body-positive, inclusive and empowering brand, so hearing allegations of body-shaming and a toxic work environment felt like a complete betrayal of the values they claim to uphold,” she stated.

“I knew immediately that this wasn’t something I could support.”

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 listing in 2023.

Giulia stated: “To me, supporting a brand led by a woman felt like celebrating progress and uplifting women in business. However, these allegations… directly contradict those values.

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

Matilda Djerf said in a statement: “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 don’t recognize myself in all the claims that have been made, and I’ve chosen not to comment on individual cases. However, I do believe it’s valuable that these concerns are being raised, as it gives both me and Djerf Avenue the opportunity to grow and improve.

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

Djerf Avenue’s chief operating officer, Pernilla Bonny, said the company acknowledged the challenges in its workplace environment and had taken steps to address them.

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