By Emily Bame
MATILDA DJERF / @matildadjerf on Instagram
You might recognize Matilda Djerf, the 25-year-old Swedish influencer, from her perfectly crafted social media feeds or from her signature hairstyle. Djerf has amassed more than 2.8 million followers on Instagram and 1.3 million on TikTok, not to mention #MatildaDjerfHair gained 27.1 million views. While her social media stats are certainly impressive, what is even more notable about Djerf is her million-dollar fashion empire, Djerf Avenue.
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Since launching Djerf Avenue two years ago with her partner, Rasmus Johansson, it has become a worldwide phenomenon. Djerf Avenue has proven its success in the clothing industry, offering non-seasonal pieces, a core collection, home accessories and worldwide shipping. Sizes range from XXS to XXL, and each piece can be effortlessly styled. In an interview with The New York Times, Djerf states, “I wanted to give people classic and comfortable staples that they can wear again and again or style in multiple ways over the years.” What’s even better is that each piece is ethically produced in Portugal and Sweden.
MATILDA DJERF / @matildadjerf on Instagram
Djerf emphasizes the importance of community in Djerf Avenue. This led her to creating Djerf Angels, which is an opportunity for customers to model Djerf Avenue pieces and be showcased as “angel of the week” on the brand’s Instagram page. Djerf exclaims, “A lot of customers apply to be models. They love to be part of our world.”
Being a part of Matilda Djerf’s world is something many girls strive for. Buying her clothes and aiming to encapsulate her effortless “it-girl” aesthetic inspires Djerf’s followers to stay up to date with her life. Having such influence over a generation of girls obsessed with social media and unrealistic beauty standards is a daunting responsibility for Djerf.
As a former model who does fit society’s definition of beauty, Djerf understands guiding not only her company, but also her personal morals with diversity in mind. This is why you will not catch Djerf at fashion week, since this side of the fashion industry does not accurately represent all colors, sizes and shapes.
Undoubtedly, Matilda Djerf is a glamorous influencer that we can surely expect more great content and clothing pieces from. However, her love for her fans, ethical clothing production and emphasis on inclusivity makes her even more respectable.
MATILDA DJERF / @matildadjerf on Instagram