Swedish influencer Matilda Djerf has found herself at the center of controversy following recent allegations.
An investigative documentary by the Swedish outlet Aftonbladet accuses Djerf of fostering a toxic work environment at her clothing company, Djerf Avenue. Testimonies from 11 current and former employees describe a workplace culture referred to as “psychological terror,” with claims of panic attacks, loss of sleep and appetite, and frequent emotional distress after work. The backlash has sparked significant conversation around workplace ethics in influencer-led businesses.
We also have details about Matilda Djerf’s measurements, net worth, and more.
Who is Matilda Djerf?
Matilda Djerf, born on April 8, 1997, in Borås, Sweden, is a prominent influencer, fashion designer, and entrepreneur. She co-founded the fashion brand Djerf Avenue in 2019, which has gained significant popularity for its Scandinavian-inspired designs and commitment to inclusivity.
Djerf began her career as a social media influencer in 2016, sharing her travel experiences and fashion insights. Her authentic style and engaging content quickly garnered a substantial following, enabling her to transition into entrepreneurship with the launch of Djerf Avenue.
Founded alongside her partner, Rasmus Johansson, Djerf Avenue reflects Matilda’s personal style, emphasizing timeless pieces and sustainable practices. The brand has been praised for its commitment to size diversity and mental health awareness, contributing to its rapid growth and a valuation of $34.5 million as of 2022.
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Matilda has been open about her struggles with anorexia and mental health, using her platform to advocate for self-care and body positivity. Her transparency has resonated with many followers, further solidifying her influence in the fashion and lifestyle sectors.
Quick Bio
Here’s a detailed table summarizing Matilda Djerf’s biography:
| Attribute | Details |
|---|---|
| Full Name | Matilda Djerf |
| Date of Birth | April 8, 1997 |
| Place of Birth | Borås, Sweden |
| Age | 27 years old (as of 2024) |
| Nationality | Swedish |
| Profession | Influencer, Fashion Designer, Entrepreneur |
| Notable For | Founder of Djerf Avenue, her fashion and lifestyle brand |
| Career Start | Began as a social media influencer in 2016 |
| Social Media Following | – Instagram: Over 4.5 million followers |
| – TikTok: Over 1 million followers | |
| Brand | Djerf Avenue – Launched in 2019 with partner Rasmus Johansson |
| Brand Focus | Timeless, sustainable, and size-inclusive Scandinavian-inspired fashion |
| Personal Life | – Long-term partner: Rasmus Johansson (also her business partner) |
| – Known for promoting self-care and body positivity | |
| Health Advocacy | Open about her struggles with anorexia and mental health, inspiring fans to seek balance |
| Notable Controversy | Faced allegations of a toxic workplace culture at Djerf Avenue in late 2024 |
Matilda Djerf’s Measurements
Matilda Djerf, a well-known figure in fashion and social media, possesses a naturally radiant and healthy physique. Standing at approximately 5 feet 6 inches (167 cm), she has a height that complements her overall frame. Her weight is around 127 pounds (58 kg), which is in proportion to her height and gives her a balanced appearance.
Matilda’s body measurements are often described as an hourglass shape, with a bust of 33 inches (83 cm), a waist of 28 inches (71 cm), and hips measuring 34 inches (86 cm). These measurements contribute to her well-defined silhouette. To complete the picture, she wears a bra size 32B.
Here is a detailed overview of Matilda Djerf’s physical measurements:
| Measurement | Details |
|---|---|
| Height | 5 feet 6 inches (167 cm) |
| Weight | Approximately 127 pounds (58 kg) |
| Bust-Waist-Hip | 33-28-34 inches (83-71-86 cm) |
| Bra Size | 32B |
| Dress Size | 7 (US) |
| Shoe Size | 6 (US) |
| Hair Color | Blonde |
| Eye Color | Blue |
Please note that personal measurements can change over time, and the above details may not reflect her current statistics.
Matilda Djerf Net Worth
Matilda Djerf has an estimated net worth of approximately $3.35 million as of 2024.
Sources of Income:
- Djerf Avenue: Founded in 2019, Djerf Avenue has experienced significant growth, with the company reporting revenues of about $34.5 million in 2022.
- Social Media Influence: With over 3 million Instagram followers, Matilda collaborates with various brands, earning income through sponsored posts and partnerships.
- Modeling and Content Creation: Her work as a model and content creator contributes to her overall earnings.
If you don’t know Matilda Djerf by name, you probably know her by her hair.
With its thick, blonde waves and signature swoopy bangs, Matilda’s hair has become the blueprint for countless TikTok-inspired haircuts in recent years. The Swedish influencer launched her fashion brand, Djerf Avenue, in 2019, offering elevated basics like gray trousers and classic button-up shirts. Her effortlessly chic Scandi-style quickly attracted a loyal fan base eager to channel her aesthetic.
Since then, Djerf Avenue has expanded to include home goods, cozy loungewear, and even a beauty spinoff, Djerf Beauty—complete with hair products, of course. At just 27 years old, Matilda (the “D” in her last name is silent) boasts an impressive 4.5 million followers across TikTok and Instagram. In 2023, her influence earned her a well-deserved spot on the Forbes “30 Under 30” list.
What’s the deal with Matilda’s hair?
Matilda’s hair is iconic. Her thick, blonde hair with its signature swoopy bangs has inspired countless haircuts and tutorials. It’s become a key part of her brand and personal style.
What’s the correct pronunciation of her last name?
This is a common question! The “D” in Djerf is silent, so it’s pronounced “Yurf.”
In December 2024, Djerf Avenue faced serious allegations from former and current employees, accusing the company of fostering a toxic work environment, including claims of bullying, favoritism, and fatphobia. One notable accusation involved an employee being forced to scrub Djerf’s personal toilet as punishment. Matilda Djerf responded with a public apology, expressing regret for any harm caused and committing to improving the workplace culture.
