Matilda Djerf is the WORST (this is crazy)

[@djc836]

Women wore their hair like hers in the late 70s and early 80s. She didn't start it.

[@mags2847]

She didn’t create it but she helped popularize it again.

[@marlenepopov8469]

Farah Fawcett wannabe.

[@vanessaa7602]

THANK YOU!! Say it louder for the sheeple in the back.

[@temeka4288]

Her hair looks greasy and stiff. It's not that flattering on her.

[@Dancemella]

@@temeka4288Frr

[@OE2023]

Never heard of her but its giving pyschopath rather than mean girl.

[@bluepearlagain]

All her clothes are literally polyester!!!!! People are defending polyester!!!!😂😂😂😂😂

[@akosuakoranteng3327]

So true- I wanted to buy one of the blazers and then changed my mind when I read it was made of polyester???? Like what????

[@Vineethajojo]

Being basic and boring is so fashionable these days

[@stylebyariel]

borderline criminal… I mean *cough* it look so FUN 😐

[@gloriahota]

She's no where basic , her style is really good as well but she's definitely not a good person

[@leniboda]

@@gloriahota All her pieces are basics, she just knows what colors work for her and she plays it up with her styling (mostly her signature hair). Go to any Scandinavian country and you'll meet a hoard of Matildas,she's just narcissistic enough to market herself to God and she made it happen. Tale as old as time.

[@skysthelimit7745]

Well said 👏👏👏

[@somwhereovertherainbow]

​@@gloriahotashes basic asf

[@Theripepear]

She deeply hates poor people. And that makes you a true monster.. 💀

[@pastelpastry]

She was literally "poor" not long ago. She was out here modelling for Boohoo and asos because she was saving up to start Djerf avenue and moat of her clothes were thrifted, so hating on poor people know that she has some coins is crazy.

[@reginageorgetownuni]

People that don't have empathy make other people's lives difficult. Matilda seems narcissistic from these allegations.

[@hg5507]

Being a grown woman and a bully is so embarrassing. Like imagine being that confident in the wrong way haha who hurt you 🤣🤣

[@zhabbah]

I'm so confused... This is my first time hearing of her and her brand, so I Googled the clothes and... I really don't get the hype. It's all just basic beige pieces, items you would expect to pull from a Zara sales rack/messy mountain of clothes. Am I missing something here?

[@Kerisajustbored]

Same I didn't know how she was

[@carrington2949]

Isn’t marketing amazing though.

[@SimmSalaBimm]

Yes, Scandinavian fashion consists of all that basic, beige clothing. So, I can understand why she got so famous and rich

[@wenonawynn37]

Nope.

[@gcbriie]

It’s because it was produced more ethical than brands like Zara

[@AnnaWhite-go6nz]

She is OVERRATED

[@QueenJaneway]

I’m so happy this is really breaking in the English-speaking world also. She needs to be stopped! Thanks for the video

[@Ilovevintage77]

I’m really disappointed to hear this but absolutely not surprised. I’ve been following her probably for six years or so and always admired her style and her hair. I’ve never purchased anything from her clothing line because I can thrift vintage authentic styles for 1/ 10th the price of styles that she is copies . The reason I say this is because I once worked for a very nasty young woman who had a first time company where I was degraded belittled bullied. It was a clique mean girls club and I definitely was not in with the crowd. I ate lunch alone and was excluded . There were definitely favored employees and even harassed employees for random things things like minor punctuation and the type of font you wrote in were criticized. Everything was changing constantly because the CEO was very fickle and didn’t know what she was doing and couldn’t settle on any decisions. in my time 50 to 60 employees came and went through a revolving door. You didn’t even want to bother to learn people’s names because they would be gone I actually lasted several years bc I needed a job as I had to pay bills I put up with all of this. I was even targeted for my disability by this leadership consultant that they hired. It was horrific. It was one of the worst experiences I’ve ever had. This does not just go on in Matilda’s organization. This goes on in a lot of places every day I would go to work, wondering what reason they would find to pick on me each day. There were definitely places where we were not allowed to go because they were specifically for the CEO.! we even had to buy her a designer handbag for the first Christmas! You felt like you couldn’t say no. I hated working at this place. It was horrible. I really hope Matilda’s apology is not just fake and then maybe she really can take all of this public feedback seriously and become a better person. She should humble herself

[@ssoomee]

She always gave me ‘mean conservative matriarch/ future boy mom-in-training’ vibes. Like she looks like quite a few blonde conservative podcasters I’ve seen around.. is it only me?

[@Laura-vs6fs]

nah, this is just the clean girl version for northern european and uk influencers lol Just with a bit more makeup, but most of them copy Hailey Bieber for example and you can even hear some of them say she is their styling inspo, so yeah. You can find a lot of influencers, who have the exact same style in clothes, hair and makeup, just throw in a slick bun or two and voila, here it is.

[@Mycenaea]

She is 100% a leftie. Most Swedes are more left than liberal Americans and this style has been very popular in Sweden even before it was coined the "clean girl aesthetic" on social media.

[@tinachristine4573]

​@@Mycenaea yes, Sweden is left but the right is on the rise over there, with the men especially.

[@khadyadjisall5708]

The issues is not her being conservative or not, she is not a good employer.

[@Alexcatchh]

Fr

[@aurora_selva]

Never saw Matilda before, so I thought she was in her 40s...

[@xox6663]

Girl stahp.......

[@aurora_selva]

@@xox6663 In the picture in the thumbnail she looks 40 to me, what about it?

[@sahnenusss]

@@xox6663 It's true though

[@wellthatgotweird]

😂

[@hani114]

@@aurora_selva What an odd thing to say? Let’s fight fire with fire right?

[@mabel9701]

I swear people are so dense and easily impressionable. She oozes with shallowness and entitlement. I really don’t think there’s anything special about this girl. She reminds me of a combination of Tiffany Trump and the Grinch 😂

[@trishf7529]

She is pissed she got caught. Urgh!

[@ThestuffthatSaralikes]

Great video… Really enjoyed it!! I lost count of the oversized blazers in the documentary… like damn girl, wear a sweater…

[@hylyrfls]

okay, yeah, let’s fight bullying with bullying!

[@yeehaw7896]

​@@hylyrfls you think telling someone to wear a sweater is on par with forcing an employee to scrub a toilet, calling a fat girl ugly and terrorizing people at your workplace? be for real

[@anna.rrrrrr]

Never heard of her, the style and clothing look uninteresting. Thank you for the video!

[@aiai-j7i]

I never got her popularity. Her hair is tacky in my opinion. It is "Dynasty" era hair. Cover it and a very plain, unrefined face is what remains.

[@burgerlampost9434]

I didn't know about that work party video, but you're so right about the overuse of the word fun is so sus

[@KuzisNe]

I never heard of Matilda and her brand until this workplace fiasco that everyone started sharing on social media. Also I don't see what people saw in her brand as there's nothing unique about it, she's average looking which is fine but ironic considering she puts people down based on their looks. As for her hair she just has a good hairdresser who knows how to cut/style her hair but that's not how it is naturally as it's obvious in her 'poor me and cry me a river' video clip. I mean we know by now that many influencers are not what they preach yet people still fall for it. Oh well.

[@rothelfachmd134]

Genuinely you don't need to be "leader" to just treat someone nicely. I can understand her reasoning if the problem here was her company actually making a loss, or failed to pay salaries etc. Using reasoning of "this is the first time that I have a company" make sense But this is about treating people with kindness and dignity. You don't need to be "a leader" to know how to do that. I know they're your employees but just see them as people? So many bullies, unkind people, the one who never been told no in their life use such a stupid excuse for their behavior. Naaaaa it doesn't work like that hun.

[@JB-el6le]

I really don't get the hype she looks like the Grinch

[@simplymana]

😂

[@tinachristine4573]

Right? She's not even pretty by Swedish standards.

[@mabel9701]

💯 😂

[@Kerisajustbored]

😂😂😂😂

[@HeyHeyRebecca]

I’m crying 😂

[@shadyshady8523]

I mean hear Bodylanguage and the things that she said just tells a lot about her, It is so obvious that she looks down on People that are not on her level, she has such a bad energy. I was thinking about buying some things from her Brand but now that I know how she treats People especially women I will never support People like her, just like I don't support the Kardashians/Jenner or Hailey B. And now she just tries to rescue her image she doesn't care about these People.

[@magdalenb1762]

Thank you for shining a light on this

[@stylebyariel]

Thank you for watching

[@callmemothermercury]

someone said she has little people features and now i can’t unsee it 😩

[@thejinxlynx]

Ahhh oh my god 😂

[@dianagomes624]

unfollowed her the same minute I saw this news

[@msel-o4z]

She has bought followers now.. 😮😳

[@IngkarBekbolatova]

I mean… she’s fat shaming other people but she’s not that skinny model type Esther

[@pastelpastry]

She used to model for Boohoo and asos and maybe that's why she thinks she's a super model that can fat shame people.

[@allnamesarechosen_]

I followed her before she created DA, we actually talked a couple of times. And on the summer of George Floyd she said on her stories she was shocked because didn't know racism existed because basically there weren't many Black people in Sweden, she legit wrote that. I might have the screenshots cause I knew it was savage to say that, I just need to look for them in my hard drive lol. Anyways, after that, that's when she really started incorporating more diverse models into her brand, cause before it wasn't like its chore identity.

[@kjosu]

damnnnnnn thats crazy, also omg drop them screenshots

[@Hejhej-jh2iy]

There are very many "black" people in Sweden, but maybe not in Djerfs luxury hoods. 😂😂😂 ​@@kjosu

[@missmerbella]

Ignorance is not a crime.

[@natsisrya]

@@missmerbellastupidity like that should be though. idk how education looks over there, but wouldn’t geography or world history be a course or two lol

[@oliviagrace9650]

That’s such bullshit. I’m Swedish, we have a lot of different people here. Immigrants and refugees come here and become part of our country. There’s allot and it’s amazing having different people here, they share the best parts of their cultures but unfortunately some people aren’t accepting. But the immigrants and refugees here are amazing, and living here you most likely interact with at least one person from a different country everyday. So I just don’t believe her when she says she didn’t know. My teacher was a refugee and she helped me so much in school, the least I can to is listen and use any advantages I might have as a Swedish person to help her just live her life without fear. To live here and not know about racism takes effort. Like you gotta actively turn your back on stuff like that and just pretend like it doesn’t exist. It’s our responsibility to be aware of what happens around us. Ugh she’s just such a disappointment to the nation.

[@maggiemontelongo3127]

Life is just trying to humble her , hopefully she learns to stand behind her words .

[@msel-o4z]

No, she has bought a lot of followers on Instagram now…

[@laryodaily]

The devil wears Djerf Avenue

[@wandahost]

I don’t see the allure about her. She’s basic looking, maybe the hair and the life style. But other than that, I don’t see it. She’s cleaver for doing the supposed apology on a pin comment and a ig story because they know a year from now or even less people will forget and she will be popular again.

[@msel-o4z]

She has bought a lot of followers now on Instagram. A lot of short meaningless positive comments… 😂

[@pastelpastry]

Already knew she was a weirdo when she used to model for Boohoo and Asos but would go on instagram and tell people that fast fashion was bad, whilst also getting gifted those fast fashion items. Her followers who i dont thi k foloow her anymore would always clock her tea and say "then why did you accept the gift/ or why do you model for them" and she'd always say "I'm modelling fornthem so i can save up to start my own ETHICAL brand" 4 years later, here we are lol 😂

[@simplymilla]

Never heard of her and of her brand, I like the simplicity of Scandinavian style, not as much the oversizing

[@Brittfoxx]

“Well I’m 25” hah….. Like what

[@mariesab5059]

I’ve heard of her before. I liked her style but obviously her target audience love her more and the whole “clean girl aesthetic”, the whole Danish/Finnish fandom. Me personally , someone who was worked for an emerging brand ran by people in their 20’s, younger than me, it was very toxic and high school, standard compliances not in place, people just figuring it out as they go. Buzzwords like “inclusivity” and “safe space” go right out the window under the favoritism. I’m glad people are speaking up. Be weary of these companies that push “best friends” or a “family” environment, you might end up like this.

[@jasminefremdehake2354]

Living in Sweden never heard about this brand

[@msel-o4z]

😮😂😂

[@designwithvanesa]

I truly think she is too young and has zero experience in real life, business and basic respect, which sucks, I hope she matures and realizes that this is not the way to thrive in life, just because you take pretty pictures doesn’t mean you have a good heart.

[@bunnygurlri6486]

God this whole thing just makes me so sad now cuz I’ve gotten such a large portion of my wardrobe from this brand. I just wish we all knew a lot less about each other, but at least I know where not to spend my money now😞

[@ashleybrenda___]

Hey girl just letting you know the English subtitles are very low. Watching horizontally on an iPhone I personally couldn’t see them because of the IPhone bar that takes time to disappear. Great video tho !!

[@HoneyRyderThree]

They’re so tiny that I had to grab my glasses to read it.

[@AlexMiss92]

small subtitles are from the original video interview, not this creator!

[@yasminabezaf]

pretty privilege and we're making the wrong people famous

[@wenonawynn37]

Chistie Brinkley called, she wanted her look back.

[@anastasiastasinou5959]

Brigitte Bardot was the first

[@Flowergirl222]

Great job on this video 💕

[@jazzyg530]

I've never heard of her but she is definitely a C U Next Tuesday. Her behavior is so cringe.

[@addiemontgomery4559]

nahh your a life saver! i was so confused what was going on with her and her brand and why people were so mad so thank you sm!!

[@celineatila1279]

The saddest part is that people simply move on. We saw it happen with Brandy Melville and countless other brands that have done much worse. I’ll give it a month before Matilda regains her “nice girl” image, which is just beyond sad. We really need to stop giving these brands so much leeway.

[@EstherZhou-i1r]

Honestly, I never comment on people’s appearance openly but her face shows she is difficult character to deal with 😅

[@SM-fj4kz]

I’ve kinda always had an iffy feeling about her

[@harushouse]

no idea who she is but how was she on vogue??

[@Elisa-k3p6p]

She bought a place

[@icantwiththis]

These girls would have never survived the 90s

[@000louisa1]

This is not about respect this is about she want to scare them than it is not respect

[@moapettersson3630]

Obviously she’s not all that, you can clearly see in her videos she doesn’t have any experience in how to run a business and no manager skills. She’s far too young and probably never had anyone telling her no, just feeding her ego. Don’t know why anyone would think differently. Just because you look a certain way and promote yourself being this and that on social media does not make you into a successful entrepreneur. People so gullible 🙄

[@joleenfernandes8490]

I have just checked the clothes on the website…I dont get the Hype😮. So overpriced for what they look.

[@Brittfoxx]

I don’t care about her age, or if this is her “first business” First off she was a model that’s a business Social media that’s a business She’s not naïve and she’s pulling that stupid. I’m naïve. I’m a child card is ridiculous. At the end of the day, it’s about being a good and kind person. Clearly she is not.

[@casualgalore]

i thrifted a brand new coral button up and i was so excited for it (original $100) but it was actually terrible after 1 wash… not worth the $. I’d invest the $ in madewell, gap, or ralph lauren instead fit quality.

[@nenojamme6517]

I’ve never heard of her and from what it sounds like, she doesn’t seem like a nice employer. But can we please agree on how men get away with much worse managing styles and we are here gossiping about some mean girl who got in over her head? Not saying we can’t criticize girls, but as one myself, I am so sick of being held to double standards and I feel like this is one of them. Let’s please put things into perspective and not drag each other down, even if we might deserve it

[@kerri-annereyes8696]

There is 0 excuse for her behaviour! I’m sad I don’t feel I can buy from the brand and back it anymore. I do disagree with you about her apology, I think her apology is okay, I’ve noticed similar to you people read way into apologies - like you mention ‘being new to business’ is an excuse, it’s not, it’s an explanation, people explaining their behaviour is very different to justifying. I just think doubling down on the hate really doesn’t help. I hope those people get support because I’ve been in a similar situation and especially when you’re young, this does leave a mark. I hope she gets better for the employees

[@stylebyariel]

Exactly, there is 0 excuse for her behaviour. My goal is not to double down on the hate, but to highlight the words she chose to use and how they reflect onto her and her business in this situation. You can call it an explanation if you prefer but her words are still hard to perceive as genuine. It’s okay to have different opinions on this though. I certainly hope the same for those young girls, they deserve better! Thanks for watching and adding to the discussion

[@bunnygurlri6486]

I’m ngl her apology was piss poor at best, if you have to start off an apology with a hypothetical- “if I made u feel this way” then that’s not an apology. If you did do it, then you shouldn’t be saying “if”, you should just be apologizing for what you did do. Her also coupling this with more vague statements to make us question whether she did it or not and trying to conceal the controversy from her main audience by only posting her "apologies" in instagram comments or stories just makes it seem that much more insincere. Pls don't fall for this bs.

[@bunnygurlri6486]

Also being new to business still isn’t even a half decent reason to treat your employees so poorly to the extent in which she did. The way you treat people in life is just a general baseline of your personality which it’s clear now, hers is vile. This is not “doubling down on the hate”, it’s simply just facts.

[@jennagoreham88]

I was once told by someone and it has forever stuck with me that a true, sincere apology should never include “I’m sorry but…” a sincere apology should consist of “I am sorry” with no explanation because an explanation is the person subtly trying to justify what they did and their actions.

[@kerri-annereyes8696]

@@jennagoreham88 I personally disagree, that would make me so upset and confused. ‘I am sorry I did that, my meeting ran over and I completely missed our date’ - they are just explaining and sometimes it doesn’t make it okay. As the person this hypothetical apology is being delivered to, I now feel better it was out of his control, and he didn’t just forget, the explanation was for me, my clarity and understanding, not for them and their excuses.

[@lyna8613]

Im discovering your chanel and i love it 💘💘💘

[@mynameisess]

1. I like basic, minimal and boring. Always have always will. 2. Fashion repeats itself and there is literally nothing new. 3. Also some of you in the comment section were blindsided by the “halo effect” and it shows. 4. Some of the things she said are some of the things your bosses are saying to you. I’m not saying it’s right, I’m saying give the same energy. 5. Some women are just nasty beings like some men.

[@RosetteAckesson]

So you are justifying her behaviour

[@OhHohohey7120]

Jerk Avenue?😆

[@yuled57]

Thank you for your work 🎉 and GIRL you look so beautiful and clean and natural 🥰

[@miranda8598]

Ellen DeGeneres……….

[@msel-o4z]

True

[@lowans971]

I don't get the fuss around the private bathroom. I mean, if I'm the boss and a billionaire, why would i choose to share my toilets especially as a woman, when you have your periods etc... ? Pretty sure many male CEO do the same! Also not everybody is made to be a manager.

[@mariposa1933]

“If or but” are a narcissist fav words. How about you “act” instead of use your words. They got you into trouble in the first place. I was a bit amused by her saying she didn’t need/have to hold the microphone. Clearly she’s ego trippin.

[@lilianagonzalez-jarquin9086]

Rumours said that someone got diarrhea all over the toilet and that’s why she ask to be scrubbed to the ground !

[@miranda8598]

Sorry, not true. Djerf is just a jerk

[@vimeopictures5170]

I bet she was treated like this where she worked and that's why when she is in the position of power now, she is doing the same. It's called trauma dumping.

[@in2uxx]

I doubt she ever worked anywhere, she’s a rich girl from a very wealthy family

[@kingsdaughter326]

That’s not what trauma dumping is

[@pastelpastry]

​@@in2uxxShe used to model for Boohoo and Asos, that where she got the money to start her brand

[@marrrie2490]

For people critiquing Matilda’s style: there are tiers and categories in fashion, not everything and everyone is about high fashion. Not all fashion is complicated and interesting. Why her style resonated so much was because it was relatable for people overwhelmed by more complicated styling decisions. It makes style easily available for “basic” people if you will. It’s comfortable and put together and definitely upgrade for some people, especially those who are just now being introduced into this world. I personally like more complicated styling but on the day to day basis her outfits are practical and pretty. That’s on fashion but yea this whole situation is just disappointing.

[@charlottesadlynotinparis]

guys I know how devastating this is and how deeply confusing and concerning, but please please please don’t give too much hate to this girl. don’t waist your energy on someone like this. let’s just learn from this and move on with our pretty little lifes.

[@miranda8598]

Please Please 😂

[@hylyrfls]

but i meannnn… they probs got payed a lot and have a choice?

[@kookpg7629]

okay but dont try to bring hailey in it

[@b3Ila]

Boosting!!

[@ItsmeA717]

I don’t know. The toilet thing seems reasonable to me. It’s her personal hygiene & she’s the boss. The person who used it should have known better especially if there has always been a sign there…

[@stylebyariel]

Sure, she’s allowed to have her own toilet, but if they have high staff turnover (as it seems they do) it’s possible that the employee was new and wasn’t aware of that toilet being closed off to certain people, especially if they had seen select employees going in there before.. since she did apparently have “favorites” who were allowed to use it. And to be fair, a toilet is a toilet… usually you don’t really question whether or not you’re “allowed” to use it or not when you need to go

[@debspringchannel831]

I agree ..personal, toilet no play

[@jambe5al]

The sign fell off and a new employee used it, was ”caught” and had to clean it all out under humiliating commands 😮

[@sahnenusss]

But like, was the person who used it a janitor or something? You can't just tell X employee to clean your toilet, that's not what they were hired for.

[@glitterrecord5347]

These cases makes me scared to achieve high….. it means nothing with such downfall 😢….. you can have everything then lose it all 🤯 imagine building an empire and 11 people took it down in a day …. I don’t know the truth but I’ve worked in fashion for a decade and they are all nasty … I couldn’t take down their empire though. I wish all businesses those are way nastier than hers gets exposed

[@marlenepopov8469]

She took down her own empire with her behaviour.

[@lolathelonewolf]

You sound like a people pleaser

[@glitterrecord5347]

@@marlenepopov8469 yes. And I wish other companies gets exposed too. I worked for a famous yoga brand that’s starts with an A.. I was a VM manager. The brand manager made me work in a warehouse with illegal staffs. (Im in a poor country). Folding over 10000 garments for brands I didn’t work for even and asked me “did you suffer ?” That’s why I sent you …. Are you going to quit or do you want me to fire you? And the reason was I was too high profile and it threatens other colleagues 🤯

[@marleyamy3858]

I don't think you're giving her a chance... like she's in the wrong but this video was and EXTRA attack

[@lolkthnxbai]

She's not going to let you use her toilet

[@TfL1901]

Is that you, Matilda? LOOOL

[@Mamamia90210]

An attack for explaining their experience that she never denied? You’re not that bright lol

[@IamCarol233]

@@lolkthnxbai 😂😂

[@lovleymoon7430]

why does she have to give her a chance? tf

[@mochi.e.v]

I was planning to buy a djerf avenue viral robe with the fruits for Christmas as a gift for myself but literally when I was just about to buy it the news came out, the timing was crazyyyyy 🫢🫢 so glad I didn’t buy it cuz I’m from Asia and the shipping would’ve costed me a grand

[@goddesschess]

There is a dupe from Temu I have it 😅