Matilda Djerf is a Swedish influencer, fashion designer, and the co-founder of the eponymous brand Djerf Avenue.
Early Life and Family
Matilda Saga Albertina Djerf was born on April 8, 1997, in Borås, Sweden. In this textile-centric city, exploring her interest in fashion seems a natural progression. As a teen, she struggled with anorexia and orthorexia, experiences that would later inform her advocacy around mental health and body positivity. Matilda is the youngest of three children.
Matilda is very close with her family. A closer look at the life behind the art shows that she frequently shares snapshots of her life on social media, often with her close family.
Career
Matilda was discovered during a trip to the Caribbean in 2016 with her boyfriend, Rasmus Johansson. She started by sharing her travel experiences on a blog, which quickly gained popularity. Posting bikini photos on Instagram further boosted her following. Her audience grew on her travels to Bali and Australia. After returning to Sweden, she pursued Instagram professionally, funding her trips through modeling and brand partnerships. In 2018, she transitioned to working full-time as an influencer.
Matilda co-founded Djerf Avenue in 2019 with Rasmus Johansson. The brand’s first collection was inspired by her style and sold out quickly. The brand started in her parents’ apartment before growing into offices and warehouses in Stockholm. Djerf Avenue prioritizes quality, with items produced in Italy, Portugal, and Sweden. Matilda’s devotion to size diversity and mental health awareness is central to the brand.
Net Worth
As of 2024, Matilda Djerf’s net worth is approximately $3.35 million. This fortune comes from her successful influencer, fashion designer, and entrepreneur career.
Response to Workplace Accusations
By the end of December 2024, Matilda was accused of fostering a toxic workplace environment at Djerf Avenue. Among the more sensational allegations was that she would reserve a specific toilet for herself, choose employees to use it, and punish those who used it.
Matilda issues an apology on Instagram in response to these allegations. She expressed deep regret for any harm caused and acknowledged her inexperience in leading a rapidly growing company. She outlined steps to improve the work environment, including hiring experienced managers, establishing anonymous feedback surveys, and boosting human resources support. With determination, Matilda declared her commitment to becoming a better leader while fostering a safe and welcoming workspace.
