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| Influencer says she 'wasn't ready' to lead after backlash | Influencer says she 'wasn't ready' to lead after backlash |
| (about 16 hours later) | |
| The embattled boss of Swedish fashion brand Djerf Avenue has apologised again after claims she mistreated staff, blaming her lack of leadership experience as the firm's growth exploded. | The embattled boss of Swedish fashion brand Djerf Avenue has apologised again after claims she mistreated staff, blaming her lack of leadership experience as the firm's growth exploded. |
| "I wasn't ready," Matilda Djerf wrote in a post on Instagram, days after a report in Swedish news outlet Aftonbladet sparked backlash against the brand. | "I wasn't ready," Matilda Djerf wrote in a post on Instagram, days after a report in Swedish news outlet Aftonbladet sparked backlash against the brand. |
| In the message, the 27-year-old said the firm was working to improve its work culture, which included hiring managers with more experience and introducing monthly anonymous surveys of staff. | |
| Ms Djerf, who started her online influencer career in 2016, said she was committed to "getting it right". | Ms Djerf, who started her online influencer career in 2016, said she was committed to "getting it right". |
| "When I started Djerf Avenue I never expected that the company would be what it is today, with so many team members and so much responsibility," she wrote. | "When I started Djerf Avenue I never expected that the company would be what it is today, with so many team members and so much responsibility," she wrote. |
| "I'll keep learning and working to ensure Djerf Avenue is a safe, inclusive space for everyone." | "I'll keep learning and working to ensure Djerf Avenue is a safe, inclusive space for everyone." |
| Launched in 2019, Djerf Avenue rapidly gained a following among young women for wardrobe staples such as oversize button-down shirts and trousers. | Launched in 2019, Djerf Avenue rapidly gained a following among young women for wardrobe staples such as oversize button-down shirts and trousers. |
| The brand, which reported around $35m (£27.5m) in revenue last year, is known for its size inclusivity and diverse model representation. | The brand, which reported around $35m (£27.5m) in revenue last year, is known for its size inclusivity and diverse model representation. |
| But it has been facing outcry from customers after Aftonbladet reported claims bullying and body-shaming. It said that some models were told they did not fill out a pair of jeans, while others were called fat. | But it has been facing outcry from customers after Aftonbladet reported claims bullying and body-shaming. It said that some models were told they did not fill out a pair of jeans, while others were called fat. |
| Djerf Avenue recently held its first 10-day pop-up shop in London, which saw queues forming up to three hours before the store opened. | Djerf Avenue recently held its first 10-day pop-up shop in London, which saw queues forming up to three hours before the store opened. |
| Journalism student Evie Summers, who attended the pop-up to write a report, said the allegations against Ms Djerf were "incredibly disappointing and discouraging to the young, impressionable people who adore her". | Journalism student Evie Summers, who attended the pop-up to write a report, said the allegations against Ms Djerf were "incredibly disappointing and discouraging to the young, impressionable people who adore her". |
| She said the apology was the only route available to Ms Djerf, who has won a following not just for her designs, but for her "lifestyle and values". | She said the apology was the only route available to Ms Djerf, who has won a following not just for her designs, but for her "lifestyle and values". |
| "With this in mind, it's especially important for her to reflect the brand values of kindness and inclusivity towards her staff," the 19-year-old said. | "With this in mind, it's especially important for her to reflect the brand values of kindness and inclusivity towards her staff," the 19-year-old said. |
| In her message, Ms Djerf said she hoped to rebuild trust with her fans. | In her message, Ms Djerf said she hoped to rebuild trust with her fans. |
| "I had never built a company prior to this, and under a lot of stress, high tempo and naivety I failed to be the leader and colleague I wish to be along the way," she added. | "I had never built a company prior to this, and under a lot of stress, high tempo and naivety I failed to be the leader and colleague I wish to be along the way," she added. |
| London resident Samantha Rogers said the controversy was a reminder that brands had to live by their values. | London resident Samantha Rogers said the controversy was a reminder that brands had to live by their values. |
| "I'm definitely sad about what's happened, but I also think it's great that brands are being called out when they don't stick to the values they promote," the 32-year-old told the BBC. | "I'm definitely sad about what's happened, but I also think it's great that brands are being called out when they don't stick to the values they promote," the 32-year-old told the BBC. |
| "If your brand doesn't feel real, it won't stand the test of time." | "If your brand doesn't feel real, it won't stand the test of time." |