Matilda Djerf is a well-known Swedish entrepreneur who has created a kingdom off her private brand which is often hailed to be effortless, chic, Scandinavian and cool.
However this time she is in the news more for her haughty demeanour with her former employees in her native Sweden accusing her of cultivating a toxic work environment in her company and also labelled as a mean boss.
Swedish Fashion Icon Matilda Djerf Apologizes Amid Toxic Workplace Allegations
After the backlash, Matilda Djerf apologized publicly and also accepted that she had failed as a leader and colleague.
Matilda wrote on her Instagram Handle,
“When I started Djerf Avenue I never expected that the company would be what it is today, with so many team members and so much responsibility. I wasn’t ready. I had never led a team prior to this, I had never built a company prior to this, and under a lot of stress, high tempo and naivety I failed to be the leader and colleague I wish to be along the way. As for that, I am so, so sorry.”
Matilda Djerf had started as a fashion blogger and influencer before starting her line of products which had enamoured her fans and she had a pan-global presence.
However, her employees indicted her of enacting a reign of “psychological terror” as the leader of her fashion line Djerf Avenue.
It is alleged that Matilda Djerf had one toilet reserved for her personal use and no one could use it.
She even put a sign board to this effect. Once the signboard fell and an outsider unknowingly used the toilet. This made Djerf very angry and she forced an employee to clean the toilet.
The incident blew into the public domain when the Swedish newspaper Aftonbladet published the corrosive work environment in the company which Matilda Djerf ran.
The reports soon found their way into major English newspapers and fans flooded Matilda Djerf’s social media accounts with questions and scathing criticism.
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