Matilda Djerf is known by her 3.1 million followers for her bouncing blowout, Scandi style, and her brand Djerf Avenue. She rose to popularity in 2019 with the launch of her brand and made $1.8 million in its first year. In 2023, it made just shy of $34.5 million. A little over a month ago, a week before NYC Fashion Week, there w
as a line wrapped around a NYC block to get into her Djerf Avenue pop-up.
Djerf accumulated over 2 million followers on TikTok and posted regularly until last week when she deleted her account.
It all started when creators, small and large, started posting about Djerf Avenue dupes that can be found on sites like Amazon for a fraction of the price. For example, Amazon is selling the same fruit pajama set for under $30 in contrast to the original pajamas sold as a set for a combined price of just under $120.
The Djerf Avenue team wanted to stop spreading the news of the dupes on social media this weekend. Allegedly, They started to reach out to small creators and then began flagging their videos by issuing a trademark warning.
The backlash came from her "Djerf Angels" defending the smaller creators. Many argue that even though Djerf is the icon of the Scandi style (on which her brand is based), she did not invent it, and many of her styles may have come from other brands' designs, i.e., oversized beige blazers or blue and white striped button-up. Some users even pointed out that the blue LeApt shirt Djerf wore in June of 2019 bears a resemblance to the Djerf Avenue Breexy Shirt. A pair of vintage trousers donned by Djerf in 2019 is very similar to Djerf Avenue's Go-To Pants in 2021.
While some of the dupes may have been derived from Djerf's original designs, others are dupes of her basics, which are basic for a reason. As I imagine, the fruity pajamas are pretty unique, but beige trouser has been around for decades.
If I were on the Djerf Avenue PR team, I would've advised that they flag creators on ghost accounts rather than the Djerf Avenue official TikTok account. However, if I were hired for this problem at this stage, I would have Djerf reactivate her TikTok and post a video explaining her side of the story: that she worked so hard and tried hard to be creative and cultivate a brand that is personal to her, and it hurts when someone can turn it around to make a quick buck based on her ideas. Although Djerf released a statement similar to the one I suggested, I still believe a video can go a long way instead of a written statement. A video makes the statement more personal.
I would also take solace in the fact that the dupes are not anywhere near the same quality as the originals. However, they offer her fans in a different tax bracket to feel like they are a part of the brand. Isn't that what dupe culture is all about?
She is not the first influencer to have been accused of building a brand on the backs of others. Remember Danielle Bernstein's accusations in 2018? She shows that brands can come back and be successful even after such claims.
I have been a Matilda and Djerf Avenue fan for a while, but not just because of the brand or, fashion or lifestyle they are selling. Djerf had always made it a point to have inclusive models — before it was expected. She has models of all sizes, genders, abilities, colors, and just about any demographic you can think of. I find that so admirable and challenging to keep in mind sometimes. I believe her "cancellation" will be short-lived.
This controversy also raises the question, are all It Girls bound to fall off their pedestal? It seems to be the trend that one girl every year or so will bolt to the top of the charts, guest lists, FYPs… When you are all the way on top, is there truly only one way to go?
Comments