7 Shocking Facts About Matilda Djerf's Massive 2025 Comeback After Scandal

Matilda Djerf, the undisputed queen of the "clean girl aesthetic" and founder of the multi-million dollar brand Djerf Avenue, has orchestrated a significant and highly-publicized comeback in late 2025. Following a tumultuous period marked by a major workplace controversy, the Swedish influencer has successfully redirected the narrative, focusing on new pop-up launches, brand expansion, and a major personal announcement that has captivated her global community. This article provides the most current and updated information on her life and career as of December 15, 2025, detailing the scandal, her engagement, and the future of her fashion empire.

The journey of the 28-year-old entrepreneur is a masterclass in modern brand management, navigating the choppy waters of viral fame, corporate scandal, and personal milestones. From her signature 'Djerf Avenue' haircut to her highly curated social media presence, her influence on fashion trends remains undeniable, making every move she makes a headline.

Matilda Djerf: Complete Biography and Profile

Matilda Saga Albertina Djerf is a Swedish entrepreneur, fashion designer, model, and social media influencer, best known as the co-founder of the fashion and beauty brand Djerf Avenue. Her public profile rose rapidly due to her effortless, minimalist style and her iconic voluminous, feathered haircut, which became a global trend on platforms like TikTok and Pinterest.

• 7 Shocking Things Jessica Capshaw Revealed About Growing Up With Steven Spielberg As Her Stepfather 892ho

• Full Name: Matilda Saga Albertina Djerf
• Date of Birth: 8 April 1997
• Age (as of Dec 2025): 28 years old
• Nationality: Swedish
• Occupation: Entrepreneur, Fashion Designer, Model, Social Media Influencer
• Known For: Co-founder of Djerf Avenue, The "Clean Girl Aesthetic," Signature Haircut
• Early Career: Worked odd jobs, including as a salesperson in a fish shop and a waitress in a juice outlet, before becoming a full-time influencer.
• Partner: Rasmus Johansson (Engaged)
• Company: Djerf Avenue (Co-founded with Rasmus Johansson)
• Residency: Stockholm, Sweden (Primary)

The Djerf Avenue Workplace Scandal and 2025 Comeback Strategy

Matilda Djerf's brand, Djerf Avenue, faced a significant public relations crisis that dominated headlines in late 2024 and early 2025. This period of intense scrutiny forced the company to re-evaluate its internal culture and public image, leading directly to her strategic 2025 comeback.

1. The Toxic Work Environment Allegations

The core of the controversy stemmed from a damning exposé by the Swedish newspaper *Aftonbladet*, where numerous current and former employees accused Djerf Avenue of fostering a toxic work environment. Allegations against the company included claims of bullying, favoritism, and making employees feel uncomfortable.

2. Body-Shaming and Size Inclusivity Claims

A particularly damaging set of claims centered on the brand's alleged lack of true size inclusivity. Reports suggested that while Djerf Avenue claimed to be size-inclusive, employees were allegedly instructed to line up and body-shame plus-size models, with their images sometimes being refused for use. This directly contradicted the brand's public image and commitment to a positive community.

• The Enduring Legacy Of Haylor 5 Shocking Facts About Harry Styles And Taylor Swifts Relationship 10 Years Later Sf662

3. The Aggressive "Dupes" Crackdown

In a separate wave of backlash, Djerf Avenue was criticized for aggressively flagging and issuing takedown notices on social media platforms like TikTok against creators who posted "dupes"—affordable alternatives—to their popular products, such as the printed pajama set. This move was widely seen as anti-community and protective of their high-price point, further fueling the negative sentiment.

4. The Strategic 2025 Rebrand and Pop-Up Success

Matilda Djerf's comeback in the latter half of 2025 focused on a return to her community roots and physical retail. She hosted highly successful pop-up shops in major fashion capitals, including New York City and London, in September and November 2025, respectively. This move allowed her to reconnect directly with customers and showcase new collections, such as the popular corduroy vest, signaling a "next chapter" for the brand.

Furthermore, Djerf seems to be subtly angling for a personal rebrand, notably changing her signature bright blonde hair to a new, darker brown shade, which has sparked its own trend discussion for 2025.

• 5 Shocking Facts About Anna Congdon Penn State Sweetheart To Nfl Fiances Social Media Firestorm Cc90e

Personal Milestones: Engagement and Relationship with Rasmus Johansson

Amidst the professional turmoil, Djerf shared a major, overwhelmingly positive personal update that helped shift the public focus: her engagement to longtime partner and Djerf Avenue co-founder, Rasmus Johansson.

5. Engaged to Her Childhood Sweetheart

Matilda and Rasmus Johansson have been together for many years, often referred to as childhood sweethearts. Rasmus is not just her partner but also a critical business partner, co-founding Djerf Avenue with her. Their engagement was announced in July 2025 via a curated Instagram dump, where she affectionately referred to him as her "Bestie for Life."

6. The Power Couple Behind Djerf Avenue

The relationship between Matilda Djerf and Rasmus Johansson is deeply intertwined with the Djerf Avenue brand. As co-founders, they have steered the company from a small influencer project to a multimillion-dollar fashion empire. Their engagement solidifies their partnership both personally and professionally, providing a stable, aspirational image for the brand's community to rally behind, especially after the controversy.

Addressing the OnlyFans and Leaked Content Rumors

Due to her high-profile status as a model and influencer, rumors and speculation about her personal life, including questions about private content, often circulate online. It is important to address these inquiries with clarity and facts.

7. The Truth About Matilda Djerf's Private Content

There is no credible or verifiable evidence to suggest that Matilda Djerf has an OnlyFans account or has had any "leaked" private content. The vast majority of her online presence and professional focus is dedicated to her fashion brand, Djerf Avenue, her modeling career, and her highly curated social media platforms. Any online speculation or blind items are unsubstantiated rumors that often accompany high-profile figures in the digital space. Her professional life, centered on building an ethical and inclusive business, remains the primary and only confirmed focus of her career.