{"id":44758,"date":"2024-12-14T08:53:48","date_gmt":"2024-12-14T08:53:48","guid":{"rendered":"https:\/\/kede.com.br\/news\/matilda-djerfs-fashion-brand-faces-backlash-over-bullying-claims\/"},"modified":"2024-12-14T08:53:49","modified_gmt":"2024-12-14T08:53:49","slug":"matilda-djerfs-fashion-brand-faces-backlash-over-bullying-claims","status":"publish","type":"post","link":"https:\/\/kede.com.br\/news\/matilda-djerfs-fashion-brand-faces-backlash-over-bullying-claims\/","title":{"rendered":"Matilda Djerf’s fashion brand faces backlash over bullying claims"},"content":{"rendered":"


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\"ShutterstockShutterstock<\/span><\/div>\n<\/div>\n

Fans of Matilda Djerf say they feel let down by accusations of a “toxic work culture” within her clothing brand<\/figcaption><\/p>\n<\/figure>\n
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Swedish clothing brand Djerf Avenue is facing a backlash from fans following claims of bullying and body-shaming against its founder Matilda Djerf.<\/p>\n

An investigation by Swedish news outlet Aftonbladet<\/a> reported that 11 current and former employees described being belittled, called names and yelled at in the workplace.<\/p>\n

Ms Djerf, 27, told the BBC she was “deeply sorry” to anyone who has felt mistreated under her leadership. <\/p>\n

But customers like 22-year-old Sumi Mrkulic have vowed to “never purchase anything or voice support again”.<\/p>\n<\/div>\n

‘Performative and spineless’<\/h2>\n<\/p>\n
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\"SumiSumi Mrkulic<\/span><\/div>\n<\/div>\n

Sumi Mrkulic says the allegations have changed her opinion of the brand<\/figcaption><\/p>\n<\/figure>\n
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Sumi, from London, said she was particularly concerned after Aftonbladet reported that some models were told they didn’t fill out a pair of jeans, while others were called fat.<\/p>\n

Djerf Avenue’s website<\/a> promotes a world “filled with kindness, inspiration, and respect,” and the brand is known for its size inclusivity and diverse model representation. <\/p>\n

Sumi told the BBC: “It renders all of their efforts to be inclusive completely performative. I actually find it really spineless.” <\/p>\n

Influencer Matilda Djerf launched the brand in 2019 and it quickly became popular with young women. It says it made around $35m (\u00a327.5m) in revenue last year.<\/p>\n

It recently held its first 10-day pop-up shop in London, which saw queues forming up to three hours before the store opened.<\/p>\n<\/div>\n

‘Betrayal of values’<\/h2>\n<\/p>\n
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\"GiuliaGiulia Carrozzo<\/span><\/div>\n<\/div>\n

Giulia Carrozzo says the allegations conflict with the company’s messaging<\/figcaption><\/p>\n<\/figure>\n
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Giulia Carrozzo, 20, from Germany, received an order from Djerf Avenue the day before the allegations emerged. She said she would be sending it back in light of the report.<\/p>\n

“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 said.<\/p>\n

“I knew immediately that this wasn’t something I could support.”<\/p>\n

Matilda Djerf, who started her online career in 2016, was recognised for her work within retail and e-commerce on the Forbes 30 under 30 list in 2023.<\/p>\n

Giulia said: “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.<\/p>\n

“I can’t justify supporting a brand that doesn’t practise the values it promotes. Until there’s real accountability and change, I won’t be purchasing from them.”<\/p>\n<\/div>\n

‘Take criticism very seriously’<\/h2>\n<\/p>\n
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Matilda Djerf said in a statement: “If any team member has felt mistreated in their role because of my actions, I am deeply sorry, and I want to sincerely apologize.<\/p>\n

“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.<\/p>\n

“I want to emphasize that I take full responsibility and see this as a chance to reflect, grow, and contribute to a better culture for everyone at Djerf Avenue.”<\/p>\n

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. <\/p>\n

These actions include conducting monthly anonymous employee surveys, implementing an independent whistleblower function, strengthening the management team and carrying out an independent workplace assessment with an external psychologist. <\/p>\n<\/div>\n

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Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Shutterstock Fans of Matilda Djerf say they feel let down by accusations of a “toxic work culture” within her clothing brand Swedish clothing brand Djerf Avenue is facing a backlash from fans following claims of bullying and body-shaming against its founder Matilda Djerf. An investigation by Swedish news outlet Aftonbladet reported that 11 current and […]<\/p>\n","protected":false},"author":1,"featured_media":44759,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[53],"tags":[3078,4437,3720,1348,15488,616,2632,15487],"_links":{"self":[{"href":"https:\/\/kede.com.br\/news\/wp-json\/wp\/v2\/posts\/44758"}],"collection":[{"href":"https:\/\/kede.com.br\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kede.com.br\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kede.com.br\/news\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kede.com.br\/news\/wp-json\/wp\/v2\/comments?post=44758"}],"version-history":[{"count":1,"href":"https:\/\/kede.com.br\/news\/wp-json\/wp\/v2\/posts\/44758\/revisions"}],"predecessor-version":[{"id":44760,"href":"https:\/\/kede.com.br\/news\/wp-json\/wp\/v2\/posts\/44758\/revisions\/44760"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kede.com.br\/news\/wp-json\/wp\/v2\/media\/44759"}],"wp:attachment":[{"href":"https:\/\/kede.com.br\/news\/wp-json\/wp\/v2\/media?parent=44758"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kede.com.br\/news\/wp-json\/wp\/v2\/categories?post=44758"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kede.com.br\/news\/wp-json\/wp\/v2\/tags?post=44758"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}