‘I wasn’t prepared’ to guide firm

The embattled boss of Swedish trend model Djerf Avenue has apologised once more after claims she mistreated employees, blaming her lack of management expertise because the agency’s development exploded.

“I wasn’t prepared,” Matilda Djerf wrote in a publish on Instagram, days after a report in Swedish information outlet Aftonbladet sparked backlash towards the model.

Within the message, 27-year-old mentioned the agency was working to enhance its work tradition, which included hiring managers with extra expertise and introducing month-to-month nameless surveys of employees.

Ms Djerf, who began her on-line influencer profession in 2016, mentioned she was dedicated to “getting it proper”.

“Once I began Djerf Avenue I by no means anticipated that the corporate can be what it’s right now, with so many staff members and a lot accountability,” she wrote.

“I will continue learning and dealing to make sure Djerf Avenue is a protected, inclusive house for everybody.”

Launched in 2019, Djerf Avenue quickly gained a following amongst younger girls for wardrobe staples similar to oversize button-down shirts and trousers.

The model, which reported round $35m (£27.5m) in income final yr, is thought for its dimension inclusivity and numerous mannequin illustration.

But it surely has been dealing with outcry from clients after Aftonbladet reported claims bullying and body-shaming. It mentioned that some fashions had been advised they didn’t fill out a pair of denims, whereas others had been known as fats.

Djerf Avenue just lately held its first 10-day pop-up store in London, which noticed queues forming as much as three hours earlier than the shop opened.

Journalism scholar Evie Summers, who attended the pop-up to jot down a report, mentioned the allegations towards Ms Djerf had been “extremely disappointing and discouraging to the younger, impressionable individuals who adore her”.

She mentioned the apology was the one route obtainable to Ms Djerf, who has received a following not only for her designs, however for her “way of life and values”.

“With this in thoughts, it is particularly necessary for her to replicate the model values of kindness and inclusivity in the direction of her employees,” the 19-year-old mentioned.

In her message, Ms Djerf mentioned she hoped to rebuild belief together with her followers.

“I had by no means constructed an organization previous to this, and beneath plenty of stress, excessive tempo and naivety I didn’t be the chief and colleague I want to be alongside the way in which,” she added.

London resident Samantha Rogers mentioned the controversy was a reminder that manufacturers needed to stay by their values.

“I am undoubtedly unhappy about what’s occurred, however I additionally suppose it is nice that manufacturers are being known as out once they do not follow the values they promote,” the 32-year-old advised the RAYNAE.

“In case your model would not really feel actual, it will not stand the take a look at of time.”