Influencer Matilda Djerf allegedly bullied her staff

With over 3 million fans, Matilda Djerf is the IT girl of the moment. A Swedish newspaper is now sending the 27-year-old's image into meltdown.

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Perfectly fitted hair, neat pout and stylish outfits: Matilda Jeff has perfected her image over the years and become one of the most successful influencers in the world. When the Swede launched her own label, Djerf Avenue, she seemingly created an empire that made her nearly untouchable. But only just a little bit: Now unpleasant secrets are coming to light, making the 27-year-old not look good at all.

According to research by Swedish daily Aftonbladet, Jeff allegedly bullied her employees. Eleven of her former employees spoke anonymously in a video about the “worst time” of their lives. “I have never been so afraid of a person in my life,” one of the speakers said. Another said:

One employee described a scenario that should show exactly what kind of boss Jeff is. This means influencers have their own toilets in the office. According to Swedish newspapers, she allowed her “favorite” to use the toilet but prohibited others from doing so. It is reported that she put a post-it note saying “Do not use” on it. One time this post-it fell off and an employee (not one of the favorites) accidentally used the restroom. Matilda Jeff then forces her to clean the toilet.

She is “so fat”

Another former employee also said Matilda Jeff allegedly body-shamed her. Although body positivity seems to be a big topic on the Jeff Avenue website, according to anonymous sources, it's all just for show. Jeff is said to have seen photos from a shoot and said the plus-size model looked “too fat” to be shown like that.

At Aftonbladet's request, Matilda Djerf issued the following statement:

She wants to be held accountable and improve the work culture at Jeff Avenue.

Fans boycott Jeff Avenue

But for many of the influencer's fans, this apology doesn't seem to be enough. The 27-year-old has lost more than 100,000 followers out of his 3.1 million followers since posting the video last week. Creators on social media have also called for a boycott of the company.

However, this is not the first time Matilda Jeff has been criticized. A year ago, a small creator accused influencers of using her brand to steal her designs. Despite some small protests, the Zeref Empire was not harmed.

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