Matilda Djerf is apologizing after her employees accused her of some nasty behavior.
In case you’re not familiar with the influencer, she’s a Swedish social media personality with over 3 million followers and an entire brand under her name. She started a clothing company, Djerf Avenue, with her partner Rasmus Johansson and in the last five years, they’ve amassed over $35 million bucks in revenue. Wow!
The profit comes at a huge cost, though, according to her employees. Swedish outlet Aftonbladet just published an exposé in which her staff came forward with some serious allegations. One employee even called the influencer a “psychological terror,” according to the news source, stating she “yells at us, calls us names” over trivial things such as having no coffee or “if someone was sitting in the wrong seat.” Ick…
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Further on, employees said she would throw a fit “if her food hadn’t been heated up.” One staff member even said Matilda has her own restroom, and when the sign fell off one time, she refused to use it again until the toilet was scrubbed from top to bottom.
As for the Djerf Avenue brand, it carries sizes XXS to 4XL — so, they’re supposed to be all about inclusivity! But reports allege that when seeing a plus-sized model’s photoshoot, the CEO said:
AWFUL!
On Instagram on Tuesday, Matilda didn’t come out and deny the horrible claims made against her. Instead, she straight up began apologizing from the jump. In a lengthy statement, she said she’s been quiet for a few days, but she wanted to “write this directly” to her followers:
The influencer then said she “wasn’t ready” for so much “responsibility” with her brand:
Um… WTF?? So she was “under a lot of stress” and thought that allegedly treating her employees like second-class citizens was an acceptable response?! That’s just cruel!
Matilda added that she’s going to be bringing an “organizational psychologist” and more HR folks into the
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