Matilda Djerf
Matilda Djerf | |
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 Djerf in 2022 | |
| Born | Matilda Saga Albertina Djerf 8 April 1997[1] |
| Occupations |
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Matilda Saga Albertina Djerf (born 8 April 1997) is a Swedish influencer, fashion designer, and co-founder of eponymous brand Djerf Avenue.[3][4]
Early life
[edit]Djerf was born and raised in Borås, a textile city in western Sweden.[2] She experienced anorexia and orthorexia as a teenager.[5] She is the youngest, with two older siblings. Following her high school graduation, Djerf embarked on a journey, documenting her travels and launching her career as an influencer.
Career
[edit]Djerf's career as a social media influencer began in 2016 during a trip to the Caribbean with her boyfriend, Rasmus Johansson, who now serves as the CEO of Djerf Avenue.[4] She began by sharing updates with family and friends through a blog, but her popularity grew when she started posting bikini looks on Instagram. Subsequent journeys to Bali and Australia further grew Djerf's following. Upon her return to Sweden, she decided to pursue Instagram as a profession. Initially financing her travels through modeling assignments and brand collaborations, she gradually transitioned into a full-time influencer by 2018. Despite initial hurdles, particularly in negotiating fair compensation, she persisted, advocating for the recognition of influencer work and setting boundaries in partnerships.
In 2019, Djerf co-founded Djerf Avenue with Johansson.[5] The brand's debut collection, inspired by Djerf's personal style and wardrobe needs, sold out rapidly, prompting innovative solutions for storage and distribution. Operating initially from her parents' apartment, the brand later expanded into office and warehouse space in Stockholm. Djerf Avenue garments are made in Italy, Portugal, and Sweden, with a focus on quality and detail.[4] Djerf's advocacy for size diversity and mental health awareness remains integral to her brand ethos, leading her to eschew traditional fashion weeks in favor of pop-up shops. Djerf struggles with anorexia and mental health, which prompted her to speak out about the importance of mental health and self care. [6][7][8]
Despite its success, Djerf Avenue faced criticism in 2023 for alleged design similarities with other brands. Djerf's measures to address these concerns led to backlash and the temporary deactivation of her TikTok account, but the situation was resolved, allowing the brand to continue.[9] Djerf Avenue is noted for its signature blueberry, strawberry, and cherry prints, featured across a range of products from robes to pajamas and sheets. As of 2022, the brand is valued at $34.5 million, with projected sales revenue of $22 million in 2023.[10] In 2022, sales revenue was predicted to be about 22 million dollars.[5]
In 2024, 11 former and current employees of Djerf Avenue alleged that the company had an abusive workplace environment, including bullying, favoritism, and fatphobia.[11]
References
[edit]- ^ "Matilda Djerf (27 år) Stockholm". Ratsit. Retrieved 15 December 2024.
- ^ a b Noyen, Maria (16 November 2022). "Meet Matilda Djerf, the 25-year-old Swedish influencer who built a million-dollar fashion empire with no business plan". Insider. Retrieved 5 August 2023.
- ^ Design Theory: How Matilda Djerf’s Djerf Avenue Became Part of the ‘It’ Girl Aesthetic Women's Wear Daily, Conchita Widjojo, April 27, 2022
- ^ a b c Toresson, Gustaf Lundberg (12 December 2022). "Matilda Djerf On Starting As A Creator, And Building An Inclusive Fashion Brand". Forbes. Retrieved 5 August 2023.
- ^ a b c Paton, Elizabeth (18 August 2022). "Making Matilda Djerf a Household Name". New York Times. Retrieved 5 September 2023.
- ^ Emi Jay and Djerf Avenue Team on Los Angeles Pop-up Shop Women's Wear Daily, Layla Ilchi, June 23, 2022
- ^ EXCLUSIVE: Matilda Djerf Talks Djerf Avenue’s New York City Debut With SoHo Pop-up Shop and Guggenheim Fashion Show Women's Wear Daily, Hannah Malach, August 17, 2023
- ^ Matilda Djerf's Djerf Avenue Takes Over New York City Alyssa Kelly, L'Officiel, September 6, 2023
- ^ "What Is Happening With Matilda Djerf?". ELLE. 12 October 2023. Retrieved 7 November 2023.
- ^ At home with Matilda Djerf, where a $34.5million business empire was born Daphne Bugler, GQ, May 12, 2023
- ^ McNeal, Stephanie (12 December 2024). "Matilda Djerf Allegedly Made Her Employee Scrub Her Personal Toilet". Glamour. Retrieved 14 December 2024.
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