With her bouncy blonde locks, dewy complexion and impeccable sense of style, Matilda Djerf is the ultimate cool-girl influencer. Her three million Instagram followers are treated to daily updates from the 27-year-old Swede’s picture-perfect life: there’s Matilda on a bicycle in the English countryside; posing on a balcony in Paris overlooking the Eiffel Tower; and lounging on a yacht in a Mediterranean sunset.
![[The fashion influencer, centre, with pals Tessa Barton and Julie Sarinana on a glamorous night out in Paris before the controversy]](https://i.dailymail.co.uk/1s/2024/12/18/10/93268567-14205101-image-m-10_1734519223272.jpg)
As the founder of fashion line Djerf Avenue, a chic Scandinavian brand which espouses muted colour palettes and minimalist wardrobe staples, she’s made nearly £30 million in just five years. Fans love her commitment to ethical workmanship and quality fabrics, and her refusal to use retouched photographs in advertising – earning Matilda a spot on Forbes magazine’s coveted ’30 Under 30’ list in 2023, and the nickname ‘the internet’s sweetheart’.
![[The Forbes '30 Under 30' influencer with her Swedish boyfriend Rasmus Johansson]](https://i.dailymail.co.uk/1s/2024/12/18/10/93268593-14205101-image-a-3_1734517889601.jpg)
Matilda Djerf posted a photo on Instagram of herself and her dog in London this month after her first pop-up shop in the capital. The fashion influencer, centre, with pals Tessa Barton and Julie Sarinana on a glamorous night out in Paris before the controversy.
![[Djerf Avenue is known for its diversity of model representation and size inclusivity]](https://i.dailymail.co.uk/1s/2024/12/18/10/93268587-14205101-image-a-4_1734517907097.jpg)
The Forbes '30 Under 30' influencer with her Swedish boyfriend Rasmus Johansson. When Djerf Avenue held its first pop-up shop in London earlier this month, shoppers queued for three hours for a chance to snap up £165 blazers, £120 jeans and £70 mini-skirts.
But this week, the scales started to fall from her devoted followers’ eyes. For Matilda found herself at the centre of an online storm, after a bombshell report in Sweden’s Aftonbladet newspaper, based on the testimonies of 11 current an former employees, accused her of enacting a reign of ‘psychological terror’ at her workplace.
