Matilda Djerf’s 5 Biggest Moves In 2025: From Engagement To The Djerf Avenue Comeback

Matilda Djerf, the Swedish influencer turned fashion mogul, has navigated one of the most tumultuous yet transformative years of her career in 2025. The 28-year-old co-founder of Djerf Avenue has spent the latter half of the year orchestrating a carefully considered "quiet comeback" following a major public relations crisis that rocked her multi-million dollar brand.

As of late 2025, Djerf’s story is a compelling case study in modern brand resilience, blending high-profile personal milestones—like a recent engagement—with the intense scrutiny faced by a CEO managing allegations of a toxic workplace. The focus is now on Djerf Avenue’s next chapter, built on community and a renewed commitment to its core Scandinavian aesthetic.

Matilda Djerf: Complete Biography and Profile

Matilda Saga Albertina Djerf is a Swedish businesswoman, fashion designer, and social media personality who has become a global icon for the "Scandi style" and "clean girl aesthetic." She is the creative force behind the ready-to-wear brand Djerf Avenue.

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• Full Name: Matilda Saga Albertina Djerf
• Date of Birth: April 8, 1997
• Age (as of late 2025): 28
• Hometown: Borås, Sweden
• Current Residence: Stockholm, Sweden
• Nationality: Swedish
• Profession: Businesswoman, Fashion Designer, Model, Social Media Influencer, YouTuber.
• Brand: Co-founder, Creator, and Creative Director of Djerf Avenue (founded 2019).
• Partner: Engaged to Rasmus Johansson (Djerf Avenue Co-founder). The engagement was announced in July 2025.
• Estimated Net Worth (2025): Approximately $34.5 million, largely driven by the profitability and global reach of Djerf Avenue.
• Signature Look: The "70's blowout hairstyle" with rounded layers and curtain bangs.

The Djerf Avenue Workplace Controversy and Apology

The biggest challenge for Matilda Djerf in 2025 centered on serious allegations concerning the internal culture of her company, Djerf Avenue. Reports surfaced, notably from the Swedish newspaper *Aftonbladet*, accusing the company of fostering a toxic work environment.

The allegations included claims of bullying, favoritism, and body-shaming within the workplace. This explosive investigation put Djerf, who had built her brand on a foundation of inclusivity and positivity, under intense scrutiny.

In the wake of the scandal, Matilda Djerf broke her silence and issued a public apology, acknowledging the gravity of the claims and promising an internal overhaul. The situation highlighted the immense pressure and challenges of scaling a personal brand into a major global business, especially one that relies heavily on a clean public image. The controversy served as a crucial turning point, forcing the brand to re-evaluate its internal practices and public messaging.

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5 Key Moves Defining Matilda Djerf's 2025

Despite the challenges, 2025 has been a year of significant forward momentum for the Swedish mogul. Her strategic decisions, both personal and professional, have set the stage for Djerf Avenue’s future.

1. The "Quiet Comeback" Pop-up Strategy

Following the workplace scandal, Djerf Avenue executed a calculated, "quiet comeback" strategy in late 2025, focusing on high-touch, community-driven retail experiences rather than large-scale digital campaigns.

The brand hosted a series of successful pop-up shops in major fashion hubs, including New York City, Stockholm, and a notable stop at Selfridge's in London in November 2025.

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The events were often accessed via sign-up, creating an exclusive feel that rewarded her loyal community, or "Avenue Angels," who have remained fiercely supportive throughout the controversy. This approach allowed Djerf to re-engage with her customer base directly and humanize the brand during a sensitive period.

2. The High-Profile Engagement to Rasmus Johansson

In a major personal announcement that dominated fashion news in July 2025, Matilda Djerf announced her engagement to her longtime partner and business co-founder, Rasmus Johansson.

Johansson has been an integral part of the Djerf Avenue story, working alongside Matilda since her early days as an influencer. The engagement news provided a positive, heartwarming narrative that helped to balance the negative press surrounding the company's internal issues, shifting the media focus to her personal life and future.

3. Doubling Down on Core Pieces and the Corduroy Vest

Instead of launching a completely new direction, Djerf Avenue's 2025 strategy focused on reinforcing the strength of its non-seasonal, ready-to-wear essentials. The brand’s next chapter is heavily shaped by its popular core collection staples.

Must-have items like the White Breezy Shirt, the Forever Blazer (available in oat, black, and grey), and the Everyday Pants continue to be bestsellers, embodying the relaxed, effortlessly chic Scandi style.

A new key item that has garnered significant attention is the corduroy vest, which Djerf herself highlighted as shaping the brand's immediate future. This move signals a return to the minimalist, high-quality pieces that initially made Djerf Avenue a global phenomenon.

4. The Potential Style Rebrand: The Brown Hair Shift

Matilda Djerf's iconic, voluminous, blonde 70's fluffy blowout is arguably as famous as her brand. However, late 2025 saw speculation that the influencer was angling for a visual rebrand, experimenting with a new brown hair color.

This subtle but significant shift in her personal aesthetic—moving away from the signature blonde that defined the initial "clean girl" era—is being watched closely by fashion commentators. A new hair color could signal a broader, more mature evolution in her style, potentially setting a major color trend for 2026 and beyond.

5. Strategic Focus on Topical Authority and Inclusivity

In response to the body-shaming claims, Djerf Avenue has been hyper-focused on reinforcing its commitment to inclusivity and sustainable fashion.

The brand continues to leverage its topical authority in the fashion space, integrating key aesthetic elements like the coastal style, oversized silhouettes, and even the subtle use of the butterfly motif in its designs.

By emphasizing its non-seasonal nature and the versatility of pieces like the Essential Blazer and Moleskin Mini Skirt, Djerf Avenue is attempting to solidify its position as a brand focused on timeless quality rather than fleeting trends, a necessary pivot to regain full consumer trust. The strategic inclusion of her co-founder, Rasmus Johansson, in the public narrative also strengthens the brand's foundational story.

The Future of the Djerf Avenue Brand

Matilda Djerf’s 2025 has been a powerful lesson in the complexities of modern entrepreneurship. She successfully navigated a major corporate crisis while maintaining her status as a top-tier global influencer. The future of Djerf Avenue hinges on its ability to sustain the momentum generated by the late 2025 pop-ups and prove that the promised workplace reforms are genuine and lasting. With a reported net worth in the tens of millions and a loyal community, the Djerf brand remains a dominant force, ready to define the next era of Scandinavian fashion.