Swedish influencer Matilda Djerf has apologized for creating a toxic work environment at her fashion brand, Djerf Avenue, following allegations from former employees.
Swedish influencer and fashion brand founder Matilda Djerf has apologised and responded to allegations from former employees who say she led a toxic working environment at her brand, Djerf Avenue . The CEO posted a statement on Instagram in response to the article, saying she was 'genuinely sorry' to anyone 'who I've hurt or let down' and blamed the pressures of leading a company.
'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,' she wrote. '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.The article alleged employees had described a 'degrading work environment with public scolding, bullying and public control where Matilda Djerf's mood rules the agenda'. It was published on December 12 and Djerf said she had waited to respond publicly until she had spoken with her staff.Eleven employees, who chose to stay anonymous, accused Djerf of creating a culture of favouritism and control and said she had a special toilet reserved for herself and certain employees.Although the brand markets itself as inclusive with sizing, Aftonbladet wrote that several employees said it was not 'genuine'. An accuser called 'Anna' told Aftonbladet that after a photo shoot with a model, Djerf said the photographs had to be redone because 'she looks so f***ing fat in these clothes we can't show it'.Several people also described 'crying attacks, sleep problems and anxiety' which they said became part of their 'everyday life' in their time working at the company. While Djerf apologised for 'anyone she had hurt', she did not respond or acknowledge any of the specific incidents detailed in the articl
Business Influencer Controversy Apology Matilda Djerf Djerf Avenue Toxic Work Environment Apology Employee Allegations
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