It matches the aesthetic that she became so famous for: clean, minimalist and effortless.
Located on the third floor of Selfridges, in the women’s section, next to sustainable brand Reformation and opposite Scandi designer Ganni, influencer Matilda Djerf’s clothing brand, Djerf Avenue, has officially opened its London pop-up.
With rails stocked with colourful products, a plush cream carpet, full-length mirror and a branded neon sign, it’s certainly unmissable.
When I arrived on Monday – opening day – there were perhaps 30 women in their twenties already browsing the collection.
What a different story from Matilda’s last London pop-up shop in Covent Garden. In November last year, three-hour-long queues snaked around the block.
Despite the more subdued atmosphere this time round, I’m sure Swedish influencer Matilda, who boasts 2.6 million Instagram followers, will have considered this year’s opening a success. For it’s the launch that never should have been. In fact, she must be thanking her lucky stars – because, last year, she was the subject of a barrage of bullying complaints from former employees at Djerf Avenue, the much-feted brand she established in 2019, in Sweden.
They were so serious that Matilda, 28, was firmly ‘cancelled’ by her followers and considered a persona non grata on the internet.
Last December, an investigation by Swedish news outlet Aftonbladet revealed that 11 current and former employees had complained about being belittled, called names and yelled at in the workplace. Others claimed to have been ‘body shamed’, having been told they did not fill out a pair of jeans or were ‘fat’. None of the allegations appear to have resulted in either a formal investigation or any legal proceedings.
But immediately, social media was ablaze with former fans claiming that they would bin their Djerf Avenue items and never buy from the brand again.
Matilda lost tens of thousands of followers overnight, her Instagram page – where she once posted daily – went quiet, and Djerf Avenue sales plummeted.
She then broke her silence by posting a statement: ‘Over the past few days, I’ve been quiet on social media. My highest priority has been to meet with the Djerf Avenue team and speak with them.
‘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. I wasn’t ready.
‘Moving forward, I’m committed and want to focus my all on becoming the best leader and colleague I can be.’
A collaboration with the highly successful make-up brand Rhode founded by Hailey Bieber, wife of popstar Justin, was quietly ditched. Although Matilda resumed posting on Instagram a week later, the damage, it seemed, had been done.
It was an astonishing downfall for an influencer who had built her brand on her likeable and non-controversial personality.
After starting her Instagram page in 2016, Matilda became known for her perfectly blow-dried hair and her ‘clean girl aesthetic’ – a look characterised by fresh, natural makeup and minimalist outfits.
All things considered, it’s remarkable that Djerf Avenue has managed to score a stand at Selfridges in the prime pre-Christmas shopping season.
I watched as two young women at the opening lingered excitedly to meet and take selfies with Matilda, as they gushed that they’re ‘her biggest fans’.
I heard one tell the influencer: ‘This is amazing, I can’t believe I am meeting you, my friends are going to die.’
So just how has(itals) Matilda managed to ‘uncancel’ herself?
I’m told that she enlisted her fiance, Rasmus Johansson, to whom she became engaged in July, to help bring her back from the brink.
Rasmus, previously Djerf Avenue’s chief executive, took over as interim chief marketing officer in April with the goal of rehabilitating the reputations of both Matilda and her clothing brand.
She also brought in an experienced interim CEO that same month, Nanna Hedlund, who started as board chairman at Swedish jewellery brand Edblad in 2022 and before that worked at Scandinavian outerwear company Outnorth. She was hailed as a significant signing to Brand Djerf.
There followed Matilda’s mea culpa in Glamour magazine in September, with the headline: ‘Matilda Djerf is still here.’
In the interview, she addressed the bullying accusations, saying she ‘needed to take care of her team members’.
‘I took the allegations seriously, and for me it was just about meeting them, hearing them out, seeing them and taking care of them,’ she said.
Djerf Avenue began pumping out new collections, which were markedly more mature than previous releases.
Matilda also poured more investment into her Djerf Beauty range, where she sells hair products.
The companies began hiring product developers and social media content creators again and this time, ‘core values’ were added to the brand’s hiring page – replete with jargon such as ‘trailblazing’, ‘customer-first’ and ‘safe space’.
To prove that Djerf Avenue really was back on the ‘up’, the brand launched a TikTok offensive, releasing videos showing off their stylish office and interviewing staff.
Matilda’s beloved older sister Amanda, 32, helped too, appearing frequently on Djerf Avenue’s social media page – and the pair seem to have been inseparable since the scandal hit.
Amanda was at the Selfridges pop-up, along with the rest of Matilda’s team – a personal photographer and social media gurus.
And Matilda’s bold strategy seems to have worked.
Sources tell me that Selfridges was hesitant to offer Djerf Avenue a full-time space in the department store, choosing only to offer the brand a concession stand until January. And they had only initially offered the small concession one full-time member of staff.
But after an overwhelming turnout during its first three days, they have offered up three more staffers to man the store.
Indeed, stock has flown off the shelves. When I visited, their pyjama sets (£55), tote bags (£35) and trench coats (£200) were out of stock in the most popular sizes.
Matilda told me: ‘I think it was a good idea to open on a Monday, so that it would be slow and steady. Originally, I had been disappointed we didn’t plan to do it on a Saturday, but I think looking now, it’s been for the best.’
Meanwhile, Djerf Avenue took over trendy pub The Pelican, in Notting Hill, on Monday night to host a dinner for influencers.
Naturally, all of the London ‘It’ girls were there, including Ashton Wood (649,000 followers), Elise Hoogerdijk (271,000 followers) and Avery Jae Lucas (478,000 followers). ‘This is so special, it means the entire world to me, so thank you,’ Matilda told her guests.
And on Tuesday, the brand hosted another dinner for its most loyal UK customers at vegan restaurant Holy Carrot, also in Notting Hill.
An insider told me: ‘After the scandal, people were really upset with Matilda and the brand.
‘But seems like influencers can’t ever truly(itals) be cancelled. The pop-up is clever. With it being in a real-life store, many customers will have no idea who Matilda is despite shopping her items and it will entice a new type of customer.
‘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.
