Swedish influencer Matilda Djerf, founder of the fashion brand Djerf Avenue, has responded to allegations of bullying and "psychological terror" made by 11 former and current employees in a recent documentary.

The claims, first reported by Swedish newspaper *Aftonbladet*, accuse Djerf of:
- Scolding employees in front of teams.
- Making comments about models' weight during photoshoots.
- Forcing an employee to clean her personal office toilet after it was used mistakenly.


On December 17, the 27-year-old took to social media to issue a public apology, acknowledging her shortcomings as a leader.

In an Instagram Story, she stated:
“I am so genuinely, genuinely, so, so sorry to anyone I have let down and to anyone I have hurt.”

She explained her initial silence was due to her desire to first address the situation with her team.

In a detailed Instagram post, Djerf wrote:
“I wasn’t ready. I had never led a team prior to this... Under a lot of stress, high tempo, and naivety, I failed to be the leader and colleague I wish to be along the way. And for that, I am so, so sorry.”

Her statement sparked criticism online, with many questioning her rationale for attributing her behavior to a lack of experience.

Some comments on her post included:
- “Everyone deserves dignity and respect. It’s the smallest form of kindness you can give to another person. No excuses.”
- “If you needed ‘experience’ to be kind, then you weren’t a kind person to begin with.”
- “You cannot tell me Chat GPT didn’t write this.”

As an influencer who built her brand on principles of inclusivity and kindness, the allegations have cast a shadow over Djerf’s image. While she has vowed to take corrective action, public sentiment remains divided over whether her apology was sufficient or genuine.

This controversy underscores the challenges of transitioning from influencer to business leader, especially when managing a rapidly growing team.

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