How Matilda Djerf pulled off her comeback: As she launches in London after bullying scandal, the ‘secret weapon’ who brought her back from the brink, what she told me about her strategy – and how the city’s It Girls have rallied round

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It matches the aesthetic that she became so famous for: clean, minimalist and effortless.

Djerf Avenue, the clothing brand created by influencer Matilda Djerf, has launched a temporary pop-up shop in London’s Selfridges. You can find it on the third floor in the women’s wear section, right next to Reformation and across from Ganni.

Oh my gosh, you HAVE to see it! It’s absolutely incredible. Imagine rows and rows of everything you could ever want, all beautifully displayed. And the store itself? It’s like a dream – a super soft, creamy carpet, a massive mirror to admire everything, and this amazing neon sign with the brand’s logo… you literally can’t miss it, it’s breathtaking!

When I got there on Monday, the first day the store was open, about thirty women in their twenties were already looking at the items.

This pop-up shop was a far cry from Matilda’s previous one in London’s Covent Garden. Last November, people waited in line for up to three hours, with the queue wrapping around the entire block.

Even though things were a bit calmer this year, Swedish influencer Matilda – with 2.6 million Instagram followers – likely sees this year’s launch as a win. It’s remarkable considering the difficult circumstances. She probably feels very fortunate, as last year she faced numerous complaints about bullying from former employees of her popular brand, Djerf Avenue, which she founded in Sweden in 2019.

Matilda, 28, faced significant backlash from her followers and was essentially ostracized online due to a serious misstep. People stopped supporting her and she became widely disliked on the internet.

Last December, Aftonbladet, a Swedish news source, reported that 11 people who currently or previously worked at the company had experienced mistreatment. These employees said they were put down, insulted, and shouted at. Some also reported being criticized for their bodies, with comments made about their weight or clothing size. It doesn’t appear that any of these complaints led to official investigations or legal action.

Almost instantly, social media filled with posts from previous customers saying they were throwing away their Djerf Avenue products and would no longer support the brand.

Matilda suddenly lost a large number of followers, stopped posting on Instagram, and sales at Djerf Avenue dropped sharply.

After staying quiet on social media for a few days, she finally released a statement explaining that her main focus had been meeting with the Djerf Avenue team to discuss the situation.

When I launched Djerf Avenue, I didn’t anticipate it would grow into the company it is now, with such a large team and so much on my shoulders. Honestly, I felt unprepared for it all.

I’m really focusing on growing as a leader and being the best teammate I can be. It’s a big priority for me right now, and I’m putting all my energy into it.

A partnership with Rhode, the popular makeup brand created by Hailey Bieber (wife of Justin Bieber), was unexpectedly cancelled. While Matilda returned to posting on Instagram after a week, the collaboration’s end appeared to have already had a negative impact.

It was shocking to see this influencer’s sudden decline, especially since she’d become popular by being friendly and avoiding drama.

Matilda launched her Instagram account in 2016 and quickly gained popularity for her flawless hairstyles and a simple, natural style – often called the ‘clean girl aesthetic’ – which features fresh makeup and basic, uncluttered clothing.

It’s quite impressive that Djerf Avenue secured a spot at Selfridges during the busy holiday shopping season.

At the event’s start, I saw two young women eagerly waiting to meet Matilda and take pictures with her, excitedly telling her they were huge fans.

Someone excitedly told the influencer, ‘This is incredible! I can’t believe I’m actually meeting you – my friends won’t believe it!’

So just how has(itals) Matilda managed to ‘uncancel’ herself?

She asked her fiancé, Rasmus Johansson, whom she’d become engaged to in July, to help her through a difficult time.

Rasmus, formerly the CEO of Djerf Avenue, stepped in as temporary chief marketing officer in April to help restore the reputations of Matilda and her clothing line.

That same month, they appointed Nanna Hedlund as interim CEO. Hedlund had experience in the fashion industry, previously serving as board chairman for Swedish jewelry brand Edblad and working at outerwear company Outnorth. Her arrival was considered a major win for Brand Djerf.

In September, Matilda Djerf issued an apology in Glamour magazine, accompanied by the headline ‘Matilda Djerf is still here.’

During the interview, she responded to the claims of bullying by explaining that her priority was protecting her team.

I considered the claims very seriously and my priority was to address them, listen to the concerns, understand the situation, and resolve it.

Djerf Avenue started releasing new collections that felt noticeably more grown-up and sophisticated than their earlier work.

Matilda also poured more investment into her Djerf Beauty range, where she sells hair products.

Companies started hiring product developers and social media creators once more, and this time, they highlighted their ‘core values’ on job postings. These values were described using buzzwords like ‘innovative,’ ‘customer-focused,’ and ‘inclusive environment.’

To show everyone Djerf Avenue was thriving again, the company ramped up its TikTok presence with videos highlighting their cool office space and featuring interviews with employees.

I’ve been following Matilda and Djerf Avenue for a while now, and it’s been really heartwarming to see her sister, Amanda, stepping up. Amanda, who’s 32, has been appearing a lot on their social media, and honestly, they seem closer than ever since everything that happened. They’ve really been inseparable through it all.

Oh my gosh, I was there at the Selfridges pop-up! I saw Amanda, and honestly, the whole setup was incredible. She had her entire team with her – a photographer to capture every perfect moment, and these amazing people handling all her social media. It was like a total dream seeing her in action!

And Matilda’s bold strategy seems to have worked.

According to sources, Selfridges wasn’t immediately willing to give Djerf Avenue a permanent spot in their store. They initially only offered the brand a temporary concession stand, lasting until January, and even that came with just one dedicated staff member.

The store was so busy in its first three days that they’ve added three more employees to help manage the crowds.

Items are selling quickly! When I last checked, popular sizes of their pajama sets (£55), tote bags (£35), and trench coats (£200) were all sold out.

Matilda explained that she was glad they’d opened on a Monday. She thought it allowed for a more manageable pace, and while she’d initially wished they’d opened on a Saturday, she now believes the Monday opening was actually better.

Djerf Avenue hosted a dinner for social media influencers on Monday night at the popular Notting Hill pub, The Pelican.

All the popular London influencers were in attendance, including Ashton Wood, Elise Hoogerdijk, and Avery Jae Lucas. Matilda expressed her gratitude to her guests, saying, “This is incredibly special and means everything to me, so thank you.”

On Tuesday, the brand showed its appreciation for its top UK customers by hosting a dinner at the vegan restaurant Holy Carrot in Notting Hill.

An insider told me: ‘After the scandal, people were really upset with Matilda and the brand.

It appears influencers are remarkably resilient – true cancellation seems impossible. This pop-up shop is a smart move. Because it’s a physical store, many customers who buy Matilda’s products won’t even know who she is, and it will likely attract a whole new audience.

‘If it goes well, Selfridges are interested in giving Djerf Avenue a full-time stand.’

If so, I’m sure that this week Matilda will be feeling very smug indeed.

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2025-11-20 20:53