Truth about 'internet sweetheart' Matilda Djerf: Inside her £30m fashion line Djerf Avenue where she's accused of 'psychological terror', 'breaking' staff and an utterly humiliating workplace practice, revealed by SARAH RAINEY With her bouncy blonde locks, dewy complexion and impeccable sense of style, Matilda Djerf is the ultimate cool-girl influencer.
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’.
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.
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.
