Swedish clothing brand Djerf Avenue, founded by influencer Matilda Djerf, is under scrutiny following allegations of bullying and body-shaming in the workplace.
A report by Swedish news outlet Aftonbladet revealed that 11 current and former employees claimed they were subjected to belittling comments, name-calling, and yelling.
Among the allegations, some models were reportedly told they didn’t “fill out” jeans, while others were labelled “fat,” raising questions about the brand’s commitment to “inclusivity”.
Founder Matilda Djerf, 27, responded with an apology, expressing regret for any mistreatment experienced under her leadership and that she was committed to improving the workplace environment.
Djerf Avenue’s chief operating officer, Pernilla Bonny, stated that the company has initiated measures such as anonymous employee surveys, a whistleblower function, and an independent workplace assessment to address these concerns.
Djerf Avenue, known for its woke “diverse model representation and size inclusivity”, made approximately $35 million in revenue last year. It recently held a popular London pop-up shop.
When you’re in the business of making clothes the models need to fit them. If they, either don’t “fill out” or are a little too big then it’s a no bueno. It’s their job.
That’s what they’re paid to do. Fit clothes. Duh!
Find another job somewhere else, if you don’t get employed medelling clothes then you’re not a model. Simple really.