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Repair Windows errors before they cause bigger problemsFix Now →Scan for outdated or missing drivers - takes under a minuteDriver Scan →Clear out junk files and repair common Windows errorsFree Scan →In December 2024, Matilda Djerf apologized after Aftonbladet reported allegations from 11 anonymous current and former Djerf Avenue employees describing bullying, public scoldings, favoritism and a damaging workplace. Djerf said she did not recognize herself in every claim, while the company described steps it was taking in response. Those accounts remain allegations: the reporting cited here does not establish an independent finding about them or verify whether the announced changes improved conditions.
What employees alleged
Aftonbladet’s December 2024 investigation cited 11 anonymous current and former employees. The Associated Press and Swedish public broadcaster SVT summarized their accounts as alleging bullying, public reprimands, favoritism, control and a harmful workplace environment. These are claims reported by employees, not independently established findings.
AP also reported allegations that a plus-size model was described in body-shaming terms after a photo shoot and that a toilet was reserved for Djerf and employees considered favorites. SVT reported that one employee said they witnessed bullying daily, and that workers described fear and scoldings as common. The reporting does not establish the truth of each specific account.
SVT noted a contrast between the allegations and Djerf Avenue’s public presentation around inclusion, including its use of models in extended sizes and clothing offered up to 4XL. Brand imagery and product sizing do not, on their own, establish what the internal workplace was like.
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A separate dispute over model pay
SVT also reported criticism from model agency FYE Management, which said models working for Djerf Avenue were underpaid and were approached directly with offers below industry standards. That is a separate allegation from the employee accounts about workplace conduct.
What Djerf said in response
In an initial reported statement, Djerf said she took the criticism seriously and apologized if her actions had made anyone feel mistreated. She also said she did not recognize herself in all of the claims, and described listening, growth and taking responsibility as a leader as priorities.
Rank #2
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- [Flattering Design]Thin adjustable straps and an over-the-knee length create a chic silhouette. Double-lined cups offer built-in support and opacity, so you can go braless with confidence. Perfect for showing off your summer glow!
- [Versatile Wear]Whether you're relaxing at home, hitting the beach, or running errands, this boho mini dress has you covered. Its playful fruit print makes it a standout choice for casual outings, vacation getaways, or even as a comfy nightie.
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- [Premium Quality]Double-lined cups and reinforced thin straps ensure lasting shape and support. The fabric resists pilling, shrinking, and fading. Easy care—machine wash cold, tumble dry low. Built to stay cute wash after wash.
In a longer apology reproduced by AP, Djerf acknowledged shortcomings in her leadership: “I had never led a team prior to this, I had never built a company prior to this, and under a lot of stress, high tempo and naivety I failed to be the leader and colleague I wish to be along the way.” She added: “And for that I am so, so sorry.”
What Djerf Avenue said it would change
AP reported that Djerf’s statement said the company had brought in a more experienced management team, engaged an external organizational psychologist to speak with employees and begun monthly anonymous staff surveys. SVT reported that then-CEO Rasmus Johansson expressed regret for shortcomings and said the company needed to do more.
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Aftonbladet later quoted the company as saying it had completed a report and would implement further concrete measures based on its findings. The company acknowledged high staff turnover, while saying several factors contributed. These are company-reported actions and explanations; the available coverage does not independently assess their implementation or effects.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What later coverage adds—and what it does not
In September 2025, Aftonbladet reported on Djerf’s interview with Glamour. Djerf described a focus on systems and processes after the crisis, and the report noted that Djerf Avenue had changed CEOs during 2025. This provides her later account and company context, not independent confirmation that workplace conditions improved.
Rank #4
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The reporting cited here does not establish a regulator, court or standards-body finding on the allegations. Nor does it provide an independent outcome assessment of the announced reforms. The central distinction is between what employees alleged, what Djerf and the company said in response, and what has been independently established.
Quick Recap
Best Value
- [Ultra-Soft & Stretchy]Crafted from 95% polyester and 5% elastane, this pajama set feels silky smooth against your skin. The fabric offers gentle stretch, breathable comfort, and a lightweight feel—ideal for all-day lounging or a restful night’s sleep.
- [Relaxed & Flattering Fit]Designed with a loose, relaxed silhouette, this T-shirt pajama set drapes beautifully without clinging. The perfectly tailored cut ensures a neat look while keeping you comfy—whether you're binge-watching, running errands, or drifting off to dreamland.
- [Adorable Fruit Print]Stand out with our exclusive fruit print pattern, playful and vibrant. The charming design adds a pop of fun to your loungewear collection. Fade-resistant and cute as can be—perfect for those slow, cozy days.
- [Versatile Everyday Wear]Not just for sleeping—this lounge set transitions effortlessly from bed to brunch. Pair the tee with jeans for a casual day out, or keep the set on for relaxing at home. One piece, endless possibilities for comfort and style.
- [Easy Care & Lasting Softness]Machine wash cold and tumble dry low—this set resists shrinking, pilling, and fading. The high-quality blend stays soft and vibrant wash after wash, so you can enjoy comfy days without the hassle.
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