A well-liked social media influencer has issued an apology after a Swedish tabloid revealed a report saying she created a “work surroundings full of concern and psychological stress” at her trend model, Djerf Avenue.
In an Instagram put up on Tuesday, Matilda Djerf stated 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 stated they skilled panic assaults, nervousness and sleep issues whereas working for Djerf.
One individual informed Aftonbladet that Djerf — whose firm focuses on inclusivity — stated she wished a photograph shoot of a plus-sized mannequin redone, utilizing an expletive and saying the mannequin seemed too “fats” within the garments.
The report additionally cited somebody that stated 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 mistaken individual, it stated.
“After I began Djerf Avenue I by no means anticipated that the corporate can be what it’s right this moment, with so many staff members and a lot duty,” Djerf wrote in her put up 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 beneath lot of stress, excessive tempo, and naivety I did not be the chief and colleague I want to be alongside the way in which. And for that I’m so, so sorry.”
The 27-year-old additionally stated her enterprise — which sells attire, magnificence and homeware merchandise — was making “essential adjustments” to enhance the work tradition. She stated the corporate has employed a “extra skilled” administration staff and have been teaming up with an exterior organizational psychologist who might discuss to staff.
Djerf Avenue can be now doing month-to-month nameless surveys to gather suggestions from employees, the put up stated.
Final 12 months, Djerf was featured on Forbes’ “30 beneath 30” checklist alongside together with her boyfriend Rasmus Johansson, who co-founded the clothes label together with her in 2019.
Recognized for her “clean girl” aesthetic looks and bouncy hair, Djerf just lately had a outstanding marketing campaign with mannequin Hailey Bieber’s skincare and sweetness line, Rhode.
