"Influencer Faces Allegations - A Closer Look at the Djerf Avenue Controversy"

Allegations and Their Details

According to a report by the Swedish publication Aftonbladet, a group of anonymous former Djerf Avenue employees have leveled serious accusations against the Swedish designer and Forbes 30 Under 30 honoree. The claims include bullying, discrimination, and the creation of a toxic work environment. One former employee stated that Djerf, who is 27 years old, saw an image of a plus-sized model and reacted with harsh words, saying, "We have to reshoot this, because she looks so f—— fat in these clothes. We can’t show that." This kind of behavior is alleged to have been a common occurrence, with daily psychological terror prevailing in the office. Another former employee claimed that Djerf saw the office toilet as her own private space, only allowing herself and her "favorite" employees to use it. She even put up a sign reading "Please do not use!" in English on the bathroom door. When an employee who was not designated as a "favorite" used the toilet, Djerf allegedly made that employee scrub the toilet as a form of punishment. These allegations paint a disturbing picture of the work environment at Djerf Avenue.

Djerf's Response and Apology

In a statement to the same Swedish outlet, Djerf took the criticism seriously and emphasized the importance of a safe and respectful work environment. She said, "I take the criticism that has come forward very seriously and want to be clear that a safe and respectful work environment is crucial for me, both as a person and as the founder of Djerf Avenue." She continued, "If any staff member has felt mistreated or ill-equipped in their role due to my actions, that is something I am truly sorry for and apologize for. It was never my intention to contribute to a work environment that negatively affects anyone and I am sorry that there are employees who have had such experiences." Djerf also added that she does not "recognize herself in all the claims" and would not be commenting on the individual allegations. She believes that highlighting these issues gives her and the company the opportunity to develop and improve.

Company's Perspective and Response

A representative for Djerf Avenue did not respond to PEOPLE's request for comment. However, Pernilla Bonny, a spokesperson for the company, has also addressed the allegations. Bonny commented specifically on the toilet allegation, stating that Djerf had her own bathroom as "a measure we have introduced to help [Djerf] stay healthy." She explained that the office setup allows for this solution without affecting other employees' access to facilities. Bonny emphasized that such a situation should never occur and that the company is committed to maintaining a proper work environment.

About the Company and Its Products

Djerf and her boyfriend Rasmus Johansson co-founded Djerf Avenue in 2019. The brand offers Scandinavian-inspired "clean girl" clothing in muted colors, along with cosmetics and homeware. It has gained a certain level of popularity and recognition in the fashion and lifestyle industry. However, these recent allegations have cast a shadow over the company's reputation and operations.