Matilda Djerf Reveals She’s Never Unplugged for a Week
URGENT UPDATE: Matilda Djerf, the influential Swedish designer and founder of fashion brand Djerf Avenue, has disclosed that she has never spent a week fully unplugged from the internet. In a candid interview featured in Casey Lewis’s Substack newsletter, “After School,” Djerf, 28, highlights the critical importance of being online for her business.
Djerf stated, “If you run a business for Gen Z, you have to be online,” emphasizing her commitment to maintaining connections with her community through social media. With 2.7 million followers on Instagram, she insists that staying engaged in direct messages (DMs) is essential for her brand’s success.
Launched in 2019 with her fiancé Rasmus Johansson, Djerf Avenue generated an impressive 268 million Swedish krona (approximately $25 million USD) in revenue in 2023. However, the brand has faced scrutiny; in December 2024, a report by Swedish news outlet Aftonbladet revealed allegations of bullying and a hostile work environment from 11 current and former employees. Djerf has since apologized and committed to fostering a better company culture.
Djerf’s relentless online presence is not an isolated phenomenon. Other industry leaders share similar struggles. Last week, Zaria Parvez, Duolingo’s social media manager, reflected on her own experience, stating, “When I didn’t separate my life from my work, I succeeded far more in my role.” This sentiment underscores a growing concern about work-life balance in the digital age.
While Djerf acknowledges the challenges of constant connectivity, she believes it is vital for her brand. “I try to be as genuine as I can be,” she explained, while also recognizing the need for privacy in her life. The pressure to be omnipresent on social media is a common thread among influencers, raising questions about mental health and well-being.
As Djerf continues to navigate the pressures of social media and business, her experiences reflect a broader challenge faced by many in the digital landscape. The conversation surrounding work-life balance and online presence is more urgent than ever, as individuals grapple with the demands of their careers and personal lives.
Stay tuned for more updates on this developing story as Djerf and others navigate the complexities of the online world and its impact on their lives.
