Here's Why Everyone Is Talking About Matilda Djerf, AKA The Fashion Influencer Who Reportedly Made An Employee Scrub Her Toilet

Do you know this woman? If not, let me explain. She's kinda a big deal in the modern-day fashion blogger space, famous for popularizing her perfectly coiffed "butterfly haircut" and an aesthetic that's quintessentially dubbed "Scandi-girl style."

Anyways, she's recently come under fire after Swedish newspaper Aftonbladet (AFT) dropped a report featuring 11 interviews with purported former and current employees of her brand, Djerf Avenue, alleging that she has created a toxic culture of "psychological terror" at the company.

In clips from the interviews — which feature the accusers shadowed so their faces are not visible — former and current employees alleged that the people who work there "get bullied" daily and are "scared" and "terrified of Matilda," according to the English subtitled translations (the report is in Swedish).

One employee, who the report refers to as Stina, said in the clip that the company's outward image is "nothing like" what it's actually like to work there. On the company's career page, Djerf Avenue claims to have a "culture of innovative thinking," is a "safe space" for their customers and community, and values "respect, inclusivity, and collaboration, creating a supportive and inspiring environment."

In contrast to the values portrayed publicly, Stina said Djerf "yells at us, calls us names." Another former Djerf Avenue employee, dubbed Anna, recalled that Djerf "could yell at someone if there was no coffee," or "if they were sitting in the wrong seat," or "if her food hadn't been heated up."

But in maybe the most striking and odd claim from the report, Stina said that Djerf has her own personal toilet at the office, but once, when the sign fell off the door, someone used it by mistake. She said another colleague had to "scrub the toilet before Matilda could use it again."

Employees also said that while the company publicly promotes inclusivity, it was a different experience in the office. One employee alleged they had to retake photos of a model in a larger size because Djerf said she looked "too damn fat." Another employee said Djerf "could be disgusted by the fact that you took public transportation," and would comment negatively on employees' appearances at work.

AFT also claimed that several employees reported sleep problems and needing to see a psychologist during their time at the company. "When I was at my lowest point, I realized that I stopped eating. I didn't sleep at all. I got terrible anxiety every day, every time I entered that office," former employee Anna said in their interview.

AFT reported that the problems in the workplace were "well-known" to HR and management, according to their sources, yet "nothing improved." One employee, Tove, said when they spoke to HR and the CEO (who is Djerf's boyfriend), they allegedly told them, "It had always been like that" and "That's just the way it is." They reportedly said, "'What do you want us to do? We can't fire Matilda.'"

AFT claimed that they had "barely launched the investigation" when Djerf Avenue reached out to ask why they were interviewing employees about the work environment. AFT said they offered to do an interview with Djerf, but the company said no.

Since the report went public, some are a little surprised. "Matilda Djerf being canceled was not on my 2024 bingo card," one person wrote under a viral clip of the report on TikTok.

"Oh my god this is the absolute last thing I would ever expect from Matilda what the hell," another person said.

Still, some others weren't as shocked. One person said that after "previous drama," something "was off" about Djerf. The influencer was previously called out for allegedly copyright-striking videos when creators shared dupes for Djerf Avenue pieces.

In other reactions to the report, some couldn't understand why someone so successful and well-known would act this way. One wrote, "I never understood people like this. If I was successful enough to have a brand I'd be doting on my employees and giving them raises, I would try to gain their loyalty by being kind and professional."

On X, someone noted that they hope this report "opens up a dialogue about how toxic 'cool'" workplaces can be.

Twitter: @laurynfvm

And, because the internet is the internet, the memes have begun. In a clip of Djerf casually working on her computer, someone wrote, "Matilda Djerf after making an employee clean her office toilet because someone accidentally used it." And in another of Djerf smiling and greeting guests, the caption jokingly reads, "Matilda Djerf after making her employees clean her toilet."

@matildadjerfexposed / @matildadjerf / @djerfavenue / Via tiktok.com, @expandin.io / @matildadjerf / @djerfavenue / Via tiktok.com

In an email to AFT, Djerf Avenue said that they take the allegations "very seriously," acknowledged the "shortcomings" in their work environment, and listed out measurements they've taken to improve.

Matilda Djerf reportedly told AFT that she takes the criticism "very seriously" and is "truly sorry." She said she didn't "relate to all the claims that have been made" but is actively working on her leadership skills and receiving support from a coach. She also made a similar statement in an Instagram comment:

We have reached out to Matilda and Djerf Avenue for comment, and will let you know if we hear back.