Influencer Matilda Djerf Reacts to Bullying Claims in Apology Letter

As a seasoned observer of the digital world, I have witnessed the rise and fall of many online personalities, each with their unique tales to tell. Among them, Shane Dawson stands out as a fascinating case study, embodying the complexities and contradictions inherent in fame on the internet.

Influencer Matilda Djerf is breaking her silence.

The founder of Djerf Avenue, a person with over three million followers on Instagram, faced criticism after eleven anonymous employees of the fashion brand alleged that Matilda had been cruel, body-shaming, and emotionally abusive in a December 12 article published by Swedish newspaper Aftonbladet.

Now, days later, the 27-year-old—who founded the company in 2019—issued an apology online.

As a passionate devotee pouring out my heart, let me first express my heartfelt apologies to anyone I may have unintentionally disappointed in the course of my journey. You see, when I embarked on this incredible adventure known as Djerf Avenue, I never envisioned the extraordinary success it would achieve, or the immense responsibility that would come with it. In retrospect, I realize I wasn’t fully prepared for the magnitude of this endeavor.

Matilda admitted that since she hadn’t had any experience in leading a team or establishing a business before Djerf Avenue, she found herself in uncharted waters and succumbed to the stress of the situation.

She admitted, “I struggled under pressure, moving at a fast pace, and lacked experience, which led me to not be the leader and teammate I aspire to be during certain periods. I sincerely apologize for these shortcomings. I wish I could have grown faster, but I am deeply dedicated to learning from this experience and continuing my personal growth.

In an article for Aftonbladet, it was claimed that Matilda often criticized staff members harshly, using derogatory terms, and became irritated if someone sat in the incorrect chair or if her meal wasn’t warmed up properly.

In her apology, following a week away from social media, Matilda mentioned that she had a meeting with her team. (alternatively, “In her apology, after being offline for a week, Matilda disclosed that she convened with her team.”)

Instead of directly responding to particular accusations, the influencer, who additionally launched Djerf Beauty as a separate entity, detailed some of the “key improvements” her team has made throughout this year.

In simpler terms, Matilda stated that we’re consistently focusing on enhancing and growing our business internally. This encompasses establishing necessary frameworks as well as launching fresh projects. For instance, we’ve bolstered our management team with more experienced professionals, implemented monthly anonymous surveys to gather feedback and make improvements, and even engaged an external organizational psychologist to evaluate our work environment.

The person from Borås, Sweden, mentioned that the company is currently seeking to bring on board a specialized Human Resources expert from outside the organization.

In the future, I am dedicated and aim to pour all my efforts into being an outstanding leader and team member. I will continue to learn and strive to make certain that Djerf Avenue remains a secure and welcoming environment for everyone.

Eventually, Matilda thanked everyone who recently had open and sincere discussions with her.

Keep reading for more influencer scandals.

In 2023, it was Colleen Ballinger, not her YouTube persona Miranda Sings, who faced serious accusations. Known for her character that intentionally portrays awkwardness, Colleen found herself under fire for allegedly grooming and forming inappropriate relationships with underage fans.

Girl, watch your mouth. It all started when the Girl, Wash Your Face author posted about her house cleaner and it got increasingly dirty.

In a clip of the since-deleted post resurfaced by Angie Treasure, Hollis referenced an April 2021 livestream where she spoke about a woman who “cleans the toilets,” noting that “someone commented and said, ‘You’re privileged AF’ and I was like, ‘You’re right. I’m super freaking privileged, but also I worked my ass off to have the money to have someone come twice a week and clean my toilets’ and I told her that. And then she said, ‘Well, you’re unrelatable.'”

Hollis’ response was to explain she had no interest in being relatable pointing out that icons and historical figures like Harriet Tubman, Ruth Bader Ginsburg, Marie Curie and Oprah Winfrey were “all unrelatable AF.”

Exceptwhile selling millions of copies of her books is great, a revered abolitionist she is not.

Days later, Hollis issued an Instagram apology, explaining, “I know I’ve caused tremendous pain in mentioning prominent women—including several women of color—whose struggles and achievements I can’t possibly understand.” Moreover, she continued, “I disregarded the people whose hard work doesn’t afford them financial security, often due to inherently racist and biased systems.”

Added the Girl, Stop Apologizing author, “The important thing for me to do now, something I should have already done, is honestly, be quiet and listen.”

In March 2020, the creator of Something Navy clothing line and original blogger announced to her Instagram followers that she had tested positive for COVID-19, promising to quarantine with her husband Brandon Charnas and their daughters Ruby and Esme in their Manhattan apartment. However, eight days later, her entire household – including the nanny – moved to the Hamptons. This move raised eyebrows and drew criticism because it appeared to contradict social distancing guidelines. The comments on her Instagram page became more and more heated as she shared pictures of outdoor walks instead of practicing social distancing.

When her husband cracked that only “hot” people were getting the virus, emotions boiled over.

She later posted a lengthy apology addressing many concerns—their nanny was with them because she, too, had contracted the virus; they had doormen clear out the lobby of their building before departing, hadn’t stopped for gas and had groceries delivered; her Hamptons pad was on a relatively isolated street—but the damage lingered.

Nordstrom, who had been carrying Charnas’ line, announced they wouldn’t renew the contract that had expired in 2019. In response, Charnas, who welcomed third daughter Navy in 2021, pivoted to a direct-to-consumer relaunch, explaining, “I wanted more control,” and is now back to posting about her favorite Shopbop picks and collabs with A Pea in the Pod.

Her valuable takeaway, she shared on The Glossy Podcast, “People wanted me to be more sensitive about what was going on in the world, and I should have been.”

In 2020, fashion blogger Emily Gellis Lande publicly criticized registered dietitian Alissa Zuckerbrot over allegations made by unverified dieters on social media. One dieter claimed to have spent over $20,000 on Zuckerbrot’s F-Factor Diet and experienced health issues such as rashes, cramps, metal poisoning, and even a miscarriage. These claims gained attention from The New York Times, which published an article about the controversy.

2020 saw many parts of the world experience a significant racial awakening that was long overdue. However, it was Jessica Mulroney, a friend of Meghan Markle and a lifestyle blogger, who seemed to receive a particularly striking wake-up call. In an almost 12-minute Instagram video, influencer Sasha Exeter detailed her grievances with Mulroney, which started when Mulroney took offense at Exeter’s request for her followers to “use their voice for good and help fight against the racial injustice towards the Black community.

Famous for hit movies like “I DUCT TAPED My Brothers $400,000 Dollar TRUCK!” and dismissed from Disney Channel’s Bizaardvark, the star of Vine turned YouTube sensation moved up to bigger opportunities in 2020.

After over a year of reconciling with beauty influencer Tati Westbrook, the YouTube star found himself embroiled in fresh disputes. In an August 2020 tweet that hinted at celebrities entering the makeup industry, he implied that Alicia Keys, who never wears makeup, shouldn’t have a skincare line, later expressing regret as he acknowledged he wasn’t the arbiter of makeup.

In my own words, as a devoted follower, when James and I, popular vloggers known for The Stauffer Life, began a video in May 2020 by expressing it was the hardest public announcement we’ve ever made, I immediately understood that this wasn’t about sharing our newborn nighttime routine or daily diet. Instead, we confided that we had placed our then-4-year-old son Huxley, whom we adopted from China in 2017, with his now permanent family, due to the challenges of managing his autism.

Back in May 2020, when Hall and his TikTok co-star mentioned a possible cross-country road trip, it wasn’t just about scenic views they were seeking. Their announcement stirred discontent among their Twitter followers, who felt the duo was defying stay-at-home recommendations to travel. In response, Hall argued that many states had eased quarantine measures and that they would maintain social distancing while driving across the country.

Some pranks are cute. Say, George Clooney and Brad Pitt covering Julia Roberts‘ dressing room door in shaving cream. This is not that. In October 2019, the YouTube personalities, known as the Stokes Twins clad themselves in black and, pretending as if they’d just robbed a bank, called an Uber to serve as a getaway while a camera rolled. Definitely not in on the joke, the Uber driver refused to peel away and a bystandercalled the cops.

“Irvine police arrived and ordered the Uber driver out at gunpoint,” the Orange County District Attorney’s Office later shared in a press release. The driver was released once authorities determined he was not involved, the release continued, and “police issued a warning to the Stokes brothers about the dangers of their conduct.”

Four hours later the twins allegedly recreated the routine on the University of California, Irvine campus, resulting in their arrest. Facing up to four years in prison if convicted on false imprisonment and swatting charges, they received the ire of Orange County D.A. Todd Spitzer, who said in a statement, “These are crimes that could have resulted in someone getting seriously injured or even killed.”

In a 2020 news release, their lawyer said, “We can say without hesitation that our clients are in fact not guilty of any crimes.” Still, they pled guilty to lesser charges of misdemeanor false imprisonment and reporting false emergencies, receiving 160 hours of community service and one year of probation.

In a dramatic turn of events, the prominent figure on YouTube, known as the “King,” with over 34 million followers, found his reign abruptly ending in June 2020. This was prompted by a controversial tweet he posted and later deleted, expressing frustration about the online beauty community. He accused its members of being self-centered, manipulative, and narcissistic, singling out James Charles as an example of someone needing to learn humility.

2024-12-19 00:19

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