A popular social media influencer has issued an apology after a Swedish tabloid published a report saying she created a “work environment filled with fear and psychological pressure” at her fashion brand, Djerf Avenue.
In an Instagram post on Tuesday, Matilda Djerf said she was “genuinely sorry” to anyone she has “hurt or let down” after the tabloid, Aftonbladet, reported employees at her company had experienced or saw public berating, bullying and a “culture of favoritism and control.”
The tabloid’s report, which was published last week, cited 11 anonymous former and current workers at the Swedish brand, several of whom said they experienced panic attacks, anxiety and sleep problems while working for Djerf.
One person told Aftonbladet that Djerf — whose company focuses on inclusivity — said she wanted a photo shoot of a plus-sized model redone, using an expletive and saying the model looked too “fat” in the clothes.
…