A preferred social media influencer has issued an apology after a Swedish tabloid revealed a report saying she created a “work atmosphere stuffed with concern and psychological stress” at her trend model, Djerf Avenue.
In an Instagram publish on Tuesday, Matilda Djerf mentioned she was “genuinely sorry” to anybody she has “harm or let down” after the tabloid, Aftonbladet, reported staff at her firm had skilled or noticed public berating, bullying and a “tradition of favoritism and management.”
The tabloid’s report, which was revealed final week, cited 11 nameless former and present employees on the Swedish model, a number of of whom mentioned they skilled panic assaults, nervousness and sleep issues whereas working for Djerf.
One individual instructed Aftonbladet that Djerf — whose firm focuses on inclusivity — mentioned she wished a photograph shoot of a plus-sized mannequin redone, utilizing an expletive and saying the mannequin regarded too “fats” within the garments.
The report additionally cited somebody that mentioned Djerf had put in her personal rest room on the firm that might solely be utilized by her and “her favorites.” One worker needed to scrub the bathroom as a result of it was utilized by the flawed individual, it mentioned.
“After I began Djerf Avenue I by no means anticipated that the corporate could be what it’s as we speak, with so many staff members and a lot accountability,” Djerf wrote in her publish on Instagram, the place she has 3 million followers. “I wasn’t prepared. I had by no means led a staff previous to this, I had by no means constructed an organization, and below lot of stress, excessive tempo, and naivety I didn’t be the chief and colleague I want to be alongside the best way. And for that I’m so, so sorry.”
The 27-year-old additionally mentioned her enterprise — which sells attire, magnificence and homeware merchandise — was making “vital modifications” to enhance the work tradition. She mentioned the corporate has employed a “extra skilled” administration staff and had been teaming up with an exterior organizational psychologist who may speak to staff.
Djerf Avenue can also be now doing month-to-month nameless surveys to gather suggestions from employees, the publish mentioned.
Final 12 months, Djerf was featured on Forbes’ “30 below 30” listing alongside along with her boyfriend Rasmus Johansson, who co-founded the clothes label along with her in 2019.
Identified for her “clean girl” aesthetic looks and bouncy hair, Djerf not too long ago had a outstanding marketing campaign with mannequin Hailey Bieber’s skincare and wonder line, Rhode.
