Employees and former employees of influencer Matilda Djerf's, 27, company Djerf Avenue have testified about "psychological terror" in the workplace.
11 people have, independently of each other, anonymously told the newspaper about scolding, derogatory comments, favoritism, and poor working conditions.
Several people describe how anxiety attacks, sleep problems, and anxiety became a part of their daily life during their time at the company.
Apologizes on Instagram
The company responded to the criticism and wrote to Aftonbladet that they are aware of the problems with the working environment and have taken several measures. Matilda Djerf wrote that she is sorry if any employee has felt mistreated or poorly in their role.
On Friday, Djerf spoke out for the first time on her social media channels. In a comment field on an Instagram post, she apologizes and writes that she takes the allegations very seriously.
"I do not recognize myself in all the claims made, but I see this as an opportunity to listen, grow, and take full responsibility as a leader. I am determined to reflect, improve, and promote a better culture for all, with the guidance of a coach and continuous feedback", she wrote further.
Strong reactions
Customers, followers, and other influencers have reacted strongly to the testimonies. The tone in Djerf's comment field has hardened, and several have announced that they will boycott the company.
Matilda Djerf, who has over three million followers on Instagram, has been ranked by Forbes magazine as one of the 30 most powerful young entrepreneurs in Europe. The clothing company Djerf Avenue generates hundreds of millions of kronor in revenue.
