
The embattled boss of Swedish vogue model Djerf Avenue has apologised once more after claims she mistreated employees, blaming her lack of management expertise because the agency’s development exploded.
“I wasn’t prepared,” Matilda Djerf wrote in a put up on Instagram, days after a report in Swedish information outlet Aftonbladet sparked backlash towards the model.
Within the message, 27-year-old stated the agency was working to enhance its work tradition, which included hiring managers with extra expertise and introducing month-to-month nameless surveys of employees.
Ms Djerf, who began her on-line influencer profession in 2016, stated she was dedicated to “getting it proper”.
“Once I began Djerf Avenue I by no means anticipated that the corporate could be what it’s immediately, with so many staff members and a lot duty,” she wrote.
“I am going to continue to learn and dealing to make sure Djerf Avenue is a secure, inclusive house for everybody.”
Launched in 2019, Djerf Avenue quickly gained a following amongst younger girls for wardrobe staples corresponding to oversize button-down shirts and trousers.
The model, which reported round $35m (£27.5m) in income final yr, is thought for its measurement inclusivity and various mannequin illustration.
Nevertheless it has been going through outcry from prospects after Aftonbladet reported claims bullying and body-shaming. It stated that some fashions have been informed they didn’t fill out a pair of denims, whereas others have been known as fats.
Djerf Avenue not too long ago held its first 10-day pop-up store in London, which noticed queues forming as much as three hours earlier than the shop opened.
Journalism pupil Evie Summers, who attended the pop-up to write down a report, stated the allegations towards Ms Djerf have been “extremely disappointing and discouraging to the younger, impressionable individuals who adore her”.

She stated the apology was the one route obtainable to Ms Djerf, who has received a following not only for her designs, however for her “way of life and values”.
“With this in thoughts, it is particularly necessary for her to replicate the model values of kindness and inclusivity in the direction of her employees,” the 19-year-old stated.
In her message, Ms Djerf stated she hoped to rebuild belief along with her followers.
“I had by no means constructed an organization previous to this, and beneath quite a lot of stress, excessive tempo and naivety I didn’t be the chief and colleague I want to be alongside the way in which,” she added.

London resident Samantha Rogers stated the controversy was a reminder that manufacturers needed to dwell by their values.
“I am undoubtedly unhappy about what’s occurred, however I additionally assume it is nice that manufacturers are being known as out once they do not follow the values they promote,” the 32-year-old informed the ORIONEWS.
“In case your model would not really feel actual, it will not stand the check of time.”