Swedish influencer Matilda Djerf has been surrounded by allegations of body shaming and operating a toxic workplace. The accusations were leveled against her by her employees at her clothing brand Djerf Avenue.
Some of the allegations include body shaming models who are overweight and not allowing their images to be used, calling workers and making them cry, and having a separate washroom for selective people.
Days after the accusations came up, the influencer shared an Instagram post on December 17, 2024, apologizing for her actions, despite restricting from addressing the allegations previously. In the second slide of the carousel post, she wrote,
“To anyone who I've hurt or let down, I want to start off by saying that I'm genuinely sorry.”
Netizens appeared to have different opinions about Matilda Djerf’s apology post. While some called her a failed leader, others pointed out that there couldn’t be any excuse for not having respect and dignity for others. One Instagram user commented,
“You don’t need to be ready to be nice.”
Social media users questioned her leadership skills while others suggested she treat everyone with respect and compassion.
“You’re sorry you got caught.”
“Not knowing how to be a leader has nothing to do with treat others humanly.”
“To become a great leader is to treat those around you with respect and compassion. Whether it’s the janitor or your co-founder… treat everyone with respect.”
Meanwhile, others showered love on Matilda Djerf as some called her ‘amazing.’
“Love you angel, happy that you‘re finally back!”
“We love you matilda.”
“you’re amazing.”
Matilda Djerf mentioned she was under a lot of stress in her apology post
Matilda Djerf mentioned she had been quiet on social media for the past few days because her highest priority was to meet the team members of Djerf Avenue. She acknowledged that her words neither provided an answer nor a solution. When she started the company, she did not imagine it would reach the position it had achieved.
However, she clarified that she had not led a team before and was under a lot of stress, which she cited as the reason for her high tempo. Djerf also mentioned that she failed to be a leader and a colleague for which she apologized and wished her growth happened faster. Matilda Djerf wrote,
“And for that I am so, so sorry. I wish my growth happened faster. I really want to underline that I'm extremely committed to getting it right and to continuing growing.”
The influencer mentioned that her company is continuously working to improve its internal operations and work culture. Sharing the recent changes, she noted they hired a more experienced management team, implementing monthly anonymous surveys for feedback.
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Additionally, the company has set up an organizational psychologist for workplace assessment and brought in an additional external HR professional for organizational support.
Matilda Djerf concluded the apology by expressing her commitment to becoming a better leader and colleague, vowing to continue learning and fostering a safe, inclusive environment at Djerf Avenue. She also thanked those who had open and honest conversations with her recently.
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