Who is Matilda Djerf?
In short: she's an influencer, designer, and probably half your Pinterest board.
In case you haven't been on social media lately, Matilda Djerf is everywhere. And even if you don't know her by name, the Swedish influencer has become the It girl of outfit inspiration and perfectly loose waves. Between her countryside escapes and effortlessly stylish nights out, it's hard not to round up an inspiration board worth of her pictures. With over 2 million Instagram followers and 50 million views on her TikTok hashtag, Matilda Djerf has become the ultimate influencer. So who exactly is the Swedish social media star?
At the age of 25, Matilda Djef has already made a name for herself. Growing up in the stylish town of Stockholm, Djerf discovered her love for fashion at a young age. Her journey began in high school when the soon-to-be social media darling turned to Instagram to begin a self-appointed modeling career. Much to her surprise, Djerf quickly found a following with her classically beautiful features and an impeccable sense of style. She jokingly said in an interview with Glossy, "it wasn’t like, ‘I want to be an influencer.’ It just kind of happened—which I’m very blessed that it did.”
Yet, after collaborations with various sponsored brands, the influencer found herself unfulfilled and sought a position with more creative control. She admitted in her Glossy interview, “I realized. ‘OK, so we’re selling out.’ I got to be creative, but I didn’t get to decide everything. Like, I didn’t get to decide where pieces were made, in what exact fabric, the working conditions… So that’s when me and my boyfriend were like, ‘OK, maybe let’s try launch a brand with no prior experience whatsoever.’” In 2017, the inspiration it-girl and her photographer boyfriend founded Djerf Avenue, a brand grounded in quality and designed to match her own effortlessly chic style.
Now, Djerf has expanded onto a new platform: TikTok. Here, she's found a cult-like following for her perfectly voluminous waves and, unsurprisingly, her It-girl style. Certainly, the Swedish influencer was ahead of her time, cutting her signature curtain bangs back in 2017, long before the trend arose. With her namesake brand, the designer has taken her passion for haircare and collaborated with Emi Jay, an LA-based hair accessory brand. Now more than ever It's becoming increasingly obvious that this rising "cool girl" shows no signs of stopping.
