# Matilda Djerf

Matilda Saga Albertina Djerf (born 8 April 1997) is a Swedish social media influencer, fashion designer, and co-founder of eponymous fashion and beauty brand Djerf Avenue.

## Early life

Djerf was born and raised in Borås in Västra Götaland County. She is the youngest among three siblings. She and her family lived for two years in Monterrey, California, where Djerf also attended school. Djerf stated that she experienced bullying whilst at school in California. The family returned to Sweden when Djerf was in her early teenage years.
While attending high school, Djerf gained a general interest in writing and photography, which later led to her creating a personal blog. Djerf was also the editor for her school's annual newspaper. She worked numerous jobs as a teenager, such as being employed as a salesperson at her uncle's fish store. Djerf has described in various interviews that she always disliked having a boss and working under others, and that she instead saw herself being more appropriately suited to leadership positions whereby she could enact changes and improvements in the workplace.
Following her high school graduation, Djerf embarked on a creative journey alongside her long-term boyfriend, Rasmus Johansson. Together, the two documented their travels and began posting photographs that featured Djerf, launching her career as a social media influencer.

## Career and controversy

Djerf's career as a social media influencer began in 2016 during a trip to the Caribbean with her boyfriend, Rasmus Johansson, who now serves as the CEO of Djerf Avenue. She began by sharing updates with family and friends through a blog, but her popularity grew when she started posting bikini looks on Instagram. Subsequent journeys to Bali and Australia further grew Djerf's following. Upon her return to Sweden, she decided to pursue Instagram as a profession. Initially financing her travels through modeling assignments and brand collaborations, she gradually transitioned into a full-time influencer by 2018. Despite initial hurdles, particularly in negotiating fair compensation, she persisted, advocating for the recognition of influencer work and setting boundaries in partnerships.
In 2019, Djerf co-founded Djerf Avenue with Johansson. The brand's debut collection, inspired by Djerf's personal style and wardrobe needs, sold out rapidly, prompting innovative solutions for storage and distribution. Operating initially from her parents' apartment, the brand later expanded into office and warehouse space in Stockholm. Djerf Avenue garments are made in Italy, Portugal, and Sweden, with a focus on quality and detail. Djerf's advocacy for size diversity and mental health awareness remains integral to her brand ethos, leading her to eschew traditional fashion weeks in favor of pop-up shops. Djerf Avenue is noted for its signature blueberry, strawberry, and cherry prints, featured across a range of products from robes to pajamas and sheets. As of 2022, the brand is valued at $34.5 million, with projected sales revenue of $22 million in 2023.
In 2024, Djerf faced allegations of mistreatment of employees in Djerf Avenue. Eleven anonymous employees accused Djerf of bullying, favoritism, and body-shaming models. In addressing the controversy, Djerf issued an apology and blamed the issues on her lack of leadership skills.