As expected, the backlash was swift. Fans took to social media to voice their disappointment, with some saying they’d no longer support the brand. For a label that’s all about inclusivity, self-love, and "good vibes only," these allegations hit hard.
So, how did Matilda respond? She posted a statement on Instagram, admitting that she had "failed as a leader" and promising to do better. She outlined steps to create a safer, more supportive workplace. These included hiring experienced managers, working with an organizational psychologist to support the team, and launching monthly anonymous feedback surveys for employees. It was a classic social media apology—take accountability, promise action, and hope people give you another chance.
Reactions to her statement were mixed. Some followers praised her for owning up to her mistakes, but others weren’t convinced. "You’re only addressing it because you got called out" was a common sentiment. People are tired of influencer apologies that feel more like PR moves than genuine reflections of growth.
The impact on Djerf Avenue has been significant. Since Matilda is the face of the brand, her personal image is tied to its success. When she’s thriving, so is Djerf Avenue. But when her reputation takes a hit, the brand does too. Customers have threatened to boycott, and trust has been damaged. For a company that’s built on aesthetic perfection and feel-good vibes, this scandal is a major crack in the facade.
But the bigger issue here isn’t just about Djerf Avenue—it’s about influencer-founded brands in general. These businesses often start as passion projects, run by people with zero experience in leadership or management. It’s one thing to create cute content for Instagram, but running a company with employees, payroll, and HR issues is a whole different story.
This scandal highlights how important it is for influencer brands to prioritize proper workplace culture. Customers today care about more than just pretty clothes. They want to know that the people behind the scenes are being treated fairly. If influencer-led companies don’t figure that out, they risk losing loyal customers in a flash.
