![\"Shuttershock](\"https:\/\/ichef.bbci.co.uk\/news\/480\/cpsprodpb\/88c5\/live\/bea1f2a0-bcbd-11ef-a0f2-fd81ae5962f4.jpg.webp\")
Shuttershock<\/span><\/div>\n<\/div>\n<\/figure>\nThe embattled boss of Swedish fashion brand Djerf Avenue has apologised again after claims she mistreated staff, blaming her lack of leadership experience as the firm’s growth exploded. <\/p>\n
“I wasn’t ready,” Matilda Djerf wrote in a post on Instagram, days after a report in Swedish news outlet Aftonbladet sparked backlash against the brand.<\/p>\n
In the message, 27-year-old said the firm was working to improve its work culture, which included hiring managers with more experience and introducing monthly anonymous surveys of staff. <\/p>\n
Ms Djerf, who started her online influencer career in 2016, said she was committed to “getting it right”.<\/p>\n<\/div>\n
“When I started Djerf Avenue I never expected that the company would be what it is today, with so many team members and so much responsibility,” she wrote. <\/p>\n
“I’ll keep learning and working to ensure Djerf Avenue is a safe, inclusive space for everyone.”<\/p>\n
Launched in 2019, Djerf Avenue rapidly gained a following among young women for wardrobe staples such as oversize button-down shirts and trousers. <\/p>\n
The brand, which reported around $35m (\u00a327.5m) in revenue last year, is known for its size inclusivity and diverse model representation.<\/p>\n
But it has been facing outcry from customers after Aftonbladet reported claims bullying and body-shaming. It said that some models were told they did not fill out a pair of jeans, while others were called fat.<\/p>\n
Djerf Avenue 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
Journalism student Evie Summers, who attended the pop-up to write a report, said the allegations against Ms Djerf were “incredibly disappointing and discouraging to the young, impressionable people who adore her”.<\/p>\n<\/div>\n She said the apology was the only route available to Ms Djerf, who has won a following not just for her designs, but for her “lifestyle and values”. <\/p>\n “With this in mind, it’s especially important for her to reflect the brand values of kindness and inclusivity towards her staff,” the 19-year-old said.<\/p>\n In her message, Ms Djerf said she hoped to rebuild trust with her fans.<\/p>\n “I had never built a company prior to this, and under a lot of stress, high tempo and naivety I failed to be the leader and colleague I wish to be along the way,” she added.<\/p>\n<\/div>\n London resident Samantha Rogers said the controversy was a reminder that brands had to live by their values.<\/p>\n “I’m definitely sad about what’s happened, but I also think it’s great that brands are being called out when they don’t stick to the values they promote,” the 32-year-old told the BBC. <\/p>\n “If your brand doesn’t feel real, it won’t stand the test of time.”<\/p>\n<\/div>\n<\/div>\n![](\"https:\/\/www.bbc.com\/bbcx\/grey-placeholder.png\")
![\"Evie](\"https:\/\/ichef.bbci.co.uk\/news\/480\/cpsprodpb\/0886\/live\/828f8cd0-bcab-11ef-9a72-35c2cb6699c1.jpg.webp\")
Evie Summers<\/span><\/div>\n<\/div>\n<\/figure>\n![\"Samantha](\"https:\/\/ichef.bbci.co.uk\/news\/480\/cpsprodpb\/edb1\/live\/34f95640-bcab-11ef-9a72-35c2cb6699c1.jpg.webp\")
Samantha Rogers<\/span><\/div>\n<\/div>\n<\/figure>\n