Influencer's brand faces backlash over bullying claims

Giulia Carrozzo, 20, from Germany, received an order from Djerf Avenue the day before the allegations emerged. She said she would be sending it back in light of the report.

"Djerf Avenue has always marketed itself as a body-positive, inclusive and empowering brand, so hearing allegations of body-shaming and a toxic work environment felt like a complete betrayal of the values they claim to uphold," she said.

"I knew immediately that this wasn't something I could support."

Matilda Djerf, who started her online career in 2016, was recognised for her work within retail and e-commerce on the Forbes 30 under 30 list in 2023.

Giulia said: "To me, supporting a brand led by a woman felt like celebrating progress and uplifting women in business. However, these allegations... directly contradict those values.

"I can't justify supporting a brand that doesn't practise the values it promotes. Until there's real accountability and change, I won't be purchasing from them."

Matilda Djerf said in a statement: "If any team member has felt mistreated in their role because of my actions, I am deeply sorry, and I want to sincerely apologize.

"I don't recognize myself in all the claims that have been made, and I've chosen not to comment on individual cases. However, I do believe it's valuable that these concerns are being raised, as it gives both me and Djerf Avenue the opportunity to grow and improve.

"I want to emphasize that I take full responsibility and see this as a chance to reflect, grow, and contribute to a better culture for everyone at Djerf Avenue."

Djerf Avenue's chief operating officer, Pernilla Bonny, said the company acknowledged the challenges in its workplace environment and had taken steps to address them.

These actions include conducting monthly anonymous employee surveys, implementing an independent whistleblower function, strengthening the management team and carrying out an independent workplace assessment with an external psychologist.