Matilda Djerf Is Still Here

However, Djerf is still there – New York pop -up marking its first return to its American audience. After the release of the article, she published a declaration of apologies to the newspaper in the initial report and began to understand how she could change her business, and herself, to resist the storm.

To hear it say it, the article came out after a few vertiginous years for the brand, which it and its fiancé, Rasmus Johansson, launched together in the middle of the twenty with a small commercial experience. She describes him as an almost astounding growth from year to year, which was of course, exciting, but also exposed the cracks in the company that they did not know how or did not have time to repair properly.

“It was very well below,” she recalls. “How to turn off fires?” Everything was so manual … We are like, how to build, how can we make sure that the systems work smoothly? I think that, since we did not have a prior experience, we do not really understand that the systems had to be updated all the time. ”

She later uses a different analogy: “You run and try to catch up, but you don’t find it completely in real time.”

In person, Djerf is sympathetic and animated when he discusses his brand and women who love him, but becomes more guarded when the subject of the article appears, often reflecting on what she means. When asked how the allegations affected her personally, she insists that she does not want to relate. The individual says, she says, is not worth religious either. What matters is what her employees felt, no matter how she saw her actions at the time.

“It’s not my space to think [that]”, She said.” People’s feelings were injured and that’s the thing, it’s not my space. »»

Currently, Djerf has a more urgent question-how does she convince her fans who are the same warm, accessible and elegant older sister, the mentor of her so-called Djerf avenue Angels, which they have become venerating? His answer comes back to the basics and tries to meet them in person.

Rather than feeling nervous to get back after the scandal, Djerf says she wanted him. She wanted to look at her fans in her eyes and assure them that she was still there.

“I was very impatient to meet my community. I was very impatient to find my daughters and have that, I have a moment with them, ”she says.

Amir Hamja

The influencer industry of $ 250 billion now is often compared to a gold rush, and for a good reason. Becoming a popular creator is similar to hitting him rich one day unexpectedly, with all the advantages but also all the traps. The usual scheme is that an influencer will quickly explode, will secure extremely lucrative partnership agreements shortly after, and before they know what’s going on, manages a one million dollars. And although many make fun of how the work is “easy” for those at the top how paid they are, it is also incredibly easy to fail almost as spectacular as you have grown up, due to cancellation, non-record, bad commercial decisions or a combination of the three.

Djerf’s story is not unique in this regard. Born and raised in Borås, a small town in western Sweden, Djerf has always loved fashion and creation, and walked to the rhythm of its own drum. When she was in primary school, her father’s military career took the family to Monterey, California, to live for a few years, which, according to her, opened her eyes to her bubble at home.