The Swedish influencer and entrepreneur is staging a return to It girl status.&nbsp;

Almost a year after accusations of workplace bullying, toxicity, and favoritism rocked Djerf Avenue&mdash;once, one of the Internet's most beloved labels&mdash;<a href="https://www.lofficielusa.com/fashion/matilda-djerf-djerf-avenue-new-york-city-pop-up-fashion-show" target="_blank" rel="noopener">Matilda Djerf</a>, the brand's founder, is slowly bringing herself and the label back into the spotlight.&nbsp;
In September 2025, Djerf Avenue hosted a pop-up shop in <a href="https://www.lofficielusa.com/pop-culture/spring-summer-parties-events-nyc-2025" target="_blank" rel="noopener">New York City</a>, followed by an event in Stockholm, and most recently, a stop at Selfridge's in <a href="https://www.lofficielusa.com/travel-living/best-london-coffee-shops-to-visit" target="_blank" rel="noopener">London</a>, where it is slated to take over space in the store until the end of January 2026. Djerf Avenue's pop-ups and events once had fans lined up as far as the eye could see. These days, it's a reduced but dedicated number of Djerf superfans that continue to show up to in-person events, but on TikTok, the brand is slowly but surely regaining its clout&mdash;partially due to the perennial viral popularity of the plush fruit-patterned robe&mdash;which suggests a true comeback may be in the works.&nbsp;
Shortly after news of the accusations broke, Djerf came out with a statement on Instagram and apologized.&nbsp;
&ldquo;To anyone who I&rsquo;ve hurt or let down, I want to start by saying that I&rsquo;m genuinely sorry. When I started Djerf Avenue I never expected that the company would be what it is today, with so many team members and so much responsibility," she wrote. "I wasn&rsquo;t ready. I had never led a team prior to this, I had never built a company, 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. And for that I am so, so sorry. I wish my growth happened faster. I really want to underline that I&rsquo;m extremely committed to getting it right and continuing growing.&rdquo;
As many fans noted, Djerf did not deny the allegations and has shifted her responsibilities at the brand to attempt to promote a more positive environment for Djerf Avenue employees.
&ldquo;While I don&rsquo;t manage internal teams directly, I work closely with key functions to guide and inspire creative decisions &ndash; from partnerships and product concepts to the look and feel of our larger brand moments,&rdquo; Djerf told <a href="https://www.voguescandinavia.com/articles/matilda-djerf-djerf-avenue-next-chapter" target="_blank" rel="noopener">Vogue Scandinavia</a> earlier this fall.
As Djerf rebuilds after last year's controversy, the brand itself appears to be making a comeback, and Djerf continues to do what her brand is best known for&mdash;engaging her community and inviting fans into the ultra-chic, highly coveted world of Djerf.&nbsp;

Photo via Instagram/@matildadjerf

Djerf Avenue Continues Its Quiet Comeback After Workplace Controversy

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Djerf Avenue Continues Its Quiet Comeback After Workplace Controversy

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