Matilda Djerf
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Djerf was born in 1997 in [[Borås]] in [[Västra Götaland County]].{{Cite news |last=Rydberg |first=Alva |date=2024-12-13 |title=Det här är västsvenska influencern Matilda Djerf |url=https://www.gp.se/ekonomi/det-har-ar-vastsvenska-influencern-matilda-djerf-.9726001e-c423-4025-b3bb-c593bb4caf2f |access-date=2025-08-05 |work=[[[Göteborgs-Posten]] |language=sv |quote=Hon föddes 1997 i Borås och i sitt sommarprat i P1 i år berättade hon om en tuff uppväxt med mobbning, dålig självkänsla och utanförskap. |trans-quote=She was born in 1997 in Borås and in her summer talk on P1 this year she talked about a tough upbringing with bullying, poor self-esteem and exclusion.}}{{Cite web | last= Noyen | first= Maria | url= https://www.insider.com/meet-matilda-djerf-swedish-tiktoker-with-millions-of-followers-2022-9 | title= Meet Matilda Djerf, the 25-year-old Swedish influencer who built a million-dollar fashion empire with no business plan| publisher= Insider| date= November 16, 2022| accessdate= August 5, 2023}} She is the youngest among three siblings. She and her family lived in [[Monterey, California|Monterey, California]] for two years, where she also attended school. Djerf stated that she experienced bullying while at school in California. The family returned to Sweden when Djerf was in her early teenage years. |
Djerf was born in 1997 in [[Borås]] in [[Västra Götaland County]].{{Cite news |last=Rydberg |first=Alva |date=2024-12-13 |title=Det här är västsvenska influencern Matilda Djerf |url=https://www.gp.se/ekonomi/det-har-ar-vastsvenska-influencern-matilda-djerf-.9726001e-c423-4025-b3bb-c593bb4caf2f |access-date=2025-08-05 |work=[[[Göteborgs-Posten]] |language=sv |quote=Hon föddes 1997 i Borås och i sitt sommarprat i P1 i år berättade hon om en tuff uppväxt med mobbning, dålig självkänsla och utanförskap. |trans-quote=She was born in 1997 in Borås and in her summer talk on P1 this year she talked about a tough upbringing with bullying, poor self-esteem and exclusion.}}{{Cite web | last= Noyen | first= Maria | url= https://www.insider.com/meet-matilda-djerf-swedish-tiktoker-with-millions-of-followers-2022-9 | title= Meet Matilda Djerf, the 25-year-old Swedish influencer who built a million-dollar fashion empire with no business plan| publisher= Insider| date= November 16, 2022| accessdate= August 5, 2023}} She is the youngest among three siblings. She and her family lived in [[Monterey, California|Monterey, California]] for two years, where she also attended school. Djerf stated that she experienced bullying while at school in California. The family returned to Sweden when Djerf was in her early teenage years. |
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While attending high school, Djerf gained a general interest in writing and photography, which later led to her creating a personal blog. Djerf was also the editor for her school's annual newspaper. She worked numerous jobs as a teenager, such as being employed as a salesperson at her uncle's fish store. Djerf has described in various interviews that she always disliked having a boss and working under others, and that she instead saw herself being more appropriately suited to leadership positions whereby she could enact changes and improvements in the workplace. |
While attending high school, Djerf gained a general interest in writing and photography, which later led to her creating a personal blog. Djerf was also the editor for her school's annual newspaper. She worked numerous jobs as a teenager, such as being employed as a salesperson at her uncle's fish store. Djerf has described in various interviews that she always disliked having a boss and working under others, and that she instead saw herself being more appropriately suited to leadership positions whereby she could enact changes and improvements in the workplace.{{Citation needed|date=April 2025}} |
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==Career== |
==Career== |
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Djerf's career as a social media [[influencer]] began in 2016 during a trip to the Caribbean with her boyfriend, Rasmus Johansson. She began by sharing updates with family and friends through a blog, but her popularity grew when she started posting bikini looks on Instagram. Subsequent journeys to Bali and Australia further grew Djerf's following. Upon her return to Sweden, she decided to utilize her success on Instagram by making it her profession. Initially financing her travels through modeling assignments and brand collaborations, she gradually transitioned into a full-time influencer by 2018. |
Djerf's career as a social media [[influencer]] began in 2016 during a trip to the Caribbean with her boyfriend, Rasmus Johansson. She began by sharing updates with family and friends through a blog, but her popularity grew when she started posting bikini looks on Instagram. Subsequent journeys to Bali and Australia further grew Djerf's following. Upon her return to Sweden, she decided to utilize her success on Instagram by making it her profession. Initially financing her travels through modeling assignments and brand collaborations, she gradually transitioned into a full-time influencer by 2018. |
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In 2019, Djerf co-founded Djerf Avenue with Johansson, who now serves as the company's CEO.{{cite news| last= Paton| first= Elizabeth | url= https://www.nytimes.com/2022/08/18/style/matilda-djerf-gen-z.html| title= Making Matilda Djerf a Household Name| work=The New York Times| date= August 18, 2022| accessdate= September 5, 2023}} The brand's debut collection, inspired by Djerf's personal style and wardrobe needs, sold out rapidly.{{Citation needed|date=April 2025}} Operating initially from her parents' apartment, the brand later expanded into office and warehouse space in Stockholm. Djerf Avenue garments are made in Italy, Portugal, and Sweden. |
In 2019, Djerf co-founded Djerf Avenue with Johansson, who now serves as the company's CEO.{{cite news| last= Paton| first= Elizabeth | url= https://www.nytimes.com/2022/08/18/style/matilda-djerf-gen-z.html| title= Making Matilda Djerf a Household Name| work=The New York Times| date= August 18, 2022| accessdate= September 5, 2023}} The brand's debut collection, inspired by Djerf's personal style and wardrobe needs, sold out rapidly.{{Citation needed|date=April 2025}} Operating initially from her parents' apartment, the brand later expanded into office and warehouse space in Stockholm. Djerf Avenue garments are made in Italy, Portugal, and Sweden.{{Citation needed|date=April 2025}} |
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Djerf's advocacy for size diversity and mental health awareness remains integral to her brand ethos.[https://wwd.com/fashion-news/fashion-scoops/emi-jay-djerf-avenue-los-angeles-pop-up-shop-1235222866/ Emi Jay and Djerf Avenue Team on Los Angeles Pop-up Shop] ''Women's Wear Daily'', Layla Ilchi, June 23, 2022[https://wwd.com/pop-culture/culture-news/djerf-avenue-new-york-city-pop-up-1235772153/ EXCLUSIVE: Matilda Djerf Talks Djerf Avenue’s New York City Debut With SoHo Pop-up Shop and Guggenheim Fashion Show] ''Women's Wear Daily'', Hannah Malach, August 17, 2023[https://www.lofficielusa.com/fashion/matilda-djerf-djerf-avenue-new-york-city-pop-up-fashion-show Matilda Djerf's Djerf Avenue Takes Over New York City] Alyssa Kelly, ''L'Officiel'', September 6, 2023 Djerf Avenue is noted for its signature blueberry, strawberry, and cherry prints, featured across a range of products from robes to pajamas and sheets. As of 2022, the brand is valued at $34.5 million.[https://www.gq-magazine.co.uk/article/matilda-djerf-interview At home with Matilda Djerf, where a $34.5million business empire was born] Daphne Bugler, ''GQ'', May 12, 2023 |
Djerf's advocacy for size diversity and mental health awareness remains integral to her brand ethos.[https://wwd.com/fashion-news/fashion-scoops/emi-jay-djerf-avenue-los-angeles-pop-up-shop-1235222866/ Emi Jay and Djerf Avenue Team on Los Angeles Pop-up Shop] ''Women's Wear Daily'', Layla Ilchi, June 23, 2022[https://wwd.com/pop-culture/culture-news/djerf-avenue-new-york-city-pop-up-1235772153/ EXCLUSIVE: Matilda Djerf Talks Djerf Avenue’s New York City Debut With SoHo Pop-up Shop and Guggenheim Fashion Show] ''Women's Wear Daily'', Hannah Malach, August 17, 2023[https://www.lofficielusa.com/fashion/matilda-djerf-djerf-avenue-new-york-city-pop-up-fashion-show Matilda Djerf's Djerf Avenue Takes Over New York City] Alyssa Kelly, ''L'Officiel'', September 6, 2023 Djerf Avenue is noted for its signature blueberry, strawberry, and cherry prints, featured across a range of products from robes to pajamas and sheets. As of 2022, the brand is valued at $34.5 million.[https://www.gq-magazine.co.uk/article/matilda-djerf-interview At home with Matilda Djerf, where a $34.5million business empire was born] Daphne Bugler, ''GQ'', May 12, 2023 |
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