Skip to content
  • About us
  • Music
  • Celebrities
  • TV and Movies
  • Fashion
  • Entertaiment
  • Life Style
  • Travel and Health
Style Focus

Style Focus

  • About us
  • Music
  • Celebrities
  • TV and Movies
  • Fashion
  • Entertaiment
  • Life Style
  • Travel and Health
  • Toggle search form
  • ‘Sister Wives’ Star Christine Brown Reveals the Wedding Dress She Never Wore Uncategorised
  • Michael Caine confirms retirement from acting after The Great Escaper Uncategorised
  • “In Kyiv": a heartfelt track about returning home by KARYN
    “In Kyiv”: a heartfelt track about returning home by KARYN music
  • ‘The Kardashians’ Sneak Peek: See Kylie Jenner’s Candid Reaction to Kendall’s Met Gala Look (Exclusive) Uncategorised
  • “I’m not afraid — I love what I do”: Silia Kapsis gives first Eurovision interview…and drops single “Night Out” Uncategorised
  • Best Golden Globes Dresses of All Time Uncategorised
  • Poll results: Montenegro’s Nina Žižic is your favourite former Yugoslavia act at Eurovision 2025 Uncategorised
  • Poll: Who is your favourite Nordic act of Eurovision 2025? Uncategorised

Influencer says she ‘wasn’t ready’ to lead after backlash

Posted on 17 December 2024 By Admin No Comments on Influencer says she ‘wasn’t ready’ to lead after backlash

Influencer says she ‘wasn’t ready’ to lead after backlash

Matilda Djerf with long light brown hair and silver earrings on, with a white flower seen next to her

The 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.

“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.

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.

Ms Djerf, who started her online influencer career in 2016, said she was committed to “getting it right”.

“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.

“I’ll keep learning and working to ensure Djerf Avenue is a safe, inclusive space for everyone.”

Launched in 2019, Djerf Avenue rapidly gained a following among young women for wardrobe staples such as oversize button-down shirts and trousers.

The brand, which reported around $35m (£27.5m) in revenue last year, is known for its size inclusivity and diverse model representation.

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.

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.

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”.

Evie Summers, who has blonde hair, smiling in a restaurant, wearing a black top

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”.

“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.

In her message, Ms Djerf said she hoped to rebuild trust with her fans.

“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.

Samantha Rogers

London resident Samantha Rogers said the controversy was a reminder that brands had to live by their values.

“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.

“If your brand doesn’t feel real, it won’t stand the test of time.”

Adblock test (Why?)

Uncategorised

Post navigation

Previous Post: Dune: Prophecy actress ’empowered’ by women taking centre stage
Next Post: Listen: Spain Reveals Benidorm Fest 2025 Songs

Related Posts

  • Spain: Melody and J Kbello among the qualifiers from Benidorm Fest 2025 semi final 2 Uncategorised
  • Mary Berry moved to tears by royal birthday message Uncategorised
  • Anora star Mikey Madison: Oscar talk is ‘overwhelming and amazing’ Uncategorised
  • Kerry Washington Is Hosting a Free Through Her Lens Conversation With Tribeca Festival and Chanel in New York Uncategorised
  • Nina Zizic: The “Dobrodošli” revamp will have only Montenegrin lyrics Uncategorised
  • The Ukrainian artist LES PANCHYSHYN began cooperation with famous American gallerists
    The Ukrainian artist LES PANCHYSHYN began cooperation with famous American gallerists Uncategorised

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Recent Posts

  • Kneecap performing at Glastonbury ‘not appropriate’, PM says
  • Dua Lipa brings out Jamiroquai at emotional Wembley debut
  • Social Media Star Tezza Barton Reveals the Exact Method She Uses to Take Perfect Photos
  • KAJ, Scarlet and Dolly Style among Allsång på Skansen 2025 line-up
  • VICTORIA NIRO presented a sensual rendition of the legendary song “That’s My Sea”

Recent Comments

No comments to show.

Archives

  • June 2025
  • May 2025
  • April 2025
  • March 2025
  • February 2025
  • January 2025
  • December 2024
  • November 2024
  • October 2024
  • September 2024
  • August 2024
  • July 2024
  • June 2024
  • May 2024
  • April 2024
  • March 2024
  • February 2024
  • January 2024
  • December 2023
  • November 2023
  • October 2023
  • September 2023
  • August 2023
  • July 2023
  • April 2023
  • March 2023
  • February 2023
  • January 2023
  • March 2022

Categories

  • announcements
  • Events
  • Fashion
  • music
  • Persons
  • Uncategorised
  • Will France host Junior Eurovision 2024? Broadcaster ready to “discuss”…but not to commit Uncategorised
  • Rachel Zoe Shares Why You Need a Steamer, Ring Light, Black Dress and Worn-in Jeans to Nail a Chic Outfit Uncategorised
  • The Official Eurovision Podcast: Guests confirmed include Remember Monday, Go-Jo, Væb and Sissal Uncategorised
  • Adam Driver criticises studios and streamers over Hollywood strike Uncategorised
  • Kate Nash says OnlyFans will earn more than tour Uncategorised
  • Blake Lively Reveals She Does Not Like Doing Photo Shoots: ‘I’m Just Too Shy’ Uncategorised
  • Hera Björk: 10 facts about Iceland’s Eurovision 2024 representative Uncategorised
  • France at Junior Eurovision 2023: Zoé Clauzure  with “Cœur” Uncategorised

Copyright © Style Focus

Powered by PressBook News WordPress theme