A well-liked social media influencer has issued an apology after a Swedish tabloid revealed a report saying she created a “work surroundings stuffed with concern and psychological strain” at her vogue model, Djerf Avenue.
In an Instagram submit on Tuesday, Matilda Djerf mentioned she was “genuinely sorry” to anybody she has “harm or let down” after the tabloid, Aftonbladet, reported workers 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 staff on the Swedish model, a number of of whom mentioned they skilled panic assaults, anxiousness and sleep issues whereas working for Djerf.
One particular person advised Aftonbladet that Djerf — whose firm focuses on inclusivity — mentioned she needed a photograph shoot of a plus-sized mannequin redone, utilizing an expletive and saying the mannequin appeared too “fats” within the garments.
The report additionally cited somebody that mentioned Djerf had put in her personal bathroom on the firm that would solely be utilized by her and “her favorites.” One worker needed to scrub the bathroom as a result of it was utilized by the incorrect particular person, it mentioned.
“After I began Djerf Avenue I by no means anticipated that the corporate can be what it’s at this time, with so many group members and a lot accountability,” Djerf wrote in her submit on Instagram, the place she has 3 million followers. “I wasn’t prepared. I had by no means led a group 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 mentioned her enterprise — which sells attire, magnificence and homeware merchandise — was making “vital adjustments” to enhance the work tradition. She mentioned the corporate has employed a “extra skilled” administration group and have been teaming up with an exterior organizational psychologist who may discuss to workers.
Djerf Avenue can also be now doing month-to-month nameless surveys to gather suggestions from staff, the submit mentioned.
Final yr, Djerf was featured on Forbes’ “30 beneath 30” record 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 just lately had a outstanding marketing campaign with mannequin Hailey Bieber’s skincare and sweetness line, Rhode.
