Matilda Djerf

Q: What is Matilda Djerf's style called?

Her style is often described as Scandi-girl or vintage-chic , characterized by oversized blazers, neutral tones, and effortless elegance. Her style is minimalistic, comfortable, and slightly whimsical.

Q: Who is Matilda Djerf's boyfriend?

Matilda's partner is Rasmus Johansson , who also serves as the CEO of Djerf Avenue.

BIO:

Name: Matilda Djerf
Title/Position: Creator, Founder & Creative Director, Djerf Avenue
Industry: Fashion, Beauty, Social Media
Location: Stockholm, Sweden
Age: 28 - (8th of April 1997)
Net Worth: Estimated between $3.35 million and $34.5 million (2025)

As seen on Matilda Djerf’s Instagram

Matilda Djerf’s Story

Matilda Djerf went from a small-town girl in Sweden to a global style icon, known for her Scandi-chic style and for building the multimillion-dollar lifestyle empire, Djerf Avenue. She even collaborated with Hailey Bieber to launch a limited-edition lip gloss.

From a young age, she worked hard to support her travels and began blogging about her experiences. A series of bikini photos quickly skyrocketed her to fame. By 2016, her dreamy travel photography, effortlessly bouncy hair, and what fans now call the “Matilda Djerf style” had gained her a large following—cementing her place as a beloved Scandinavian influencer.

But Matilda wanted more than just social media fame. Seeing a gap in the market for timeless, sustainable fashion that reflected a slower, more intentional lifestyle, she co-founded Djerf Avenue in 2019 with her partner, Rasmus Johansson.

The brand quickly became synonymous with Scandinavian-inspired, vintage-chic fashion, emphasizing quality over quantity. Its commitment to ethical production, body positivity, and conscious consumerism resonated with audiences worldwide and helped propel Djerf Avenue to global success.

Career Highlights

Key Milestones:

2016: Began her career as a social media influencer during a trip to the Caribbean.
2019: Launched Djerf Avenue, focusing on sustainable and timeless fashion.
2023: Expanded Djerf Avenue globally, with distribution centers in the US and Europe.
2025: Recognized by Forbes in the 30 Under 30 – Europe – Retail & Ecommerce list.

Achievements:

Built a fashion brand valued at approximately $34.5 million within a few years.
Advocated for size diversity and mental health awareness through her brand.
Launched Djerf Avenue Beauty, offering vegan and cruelty-free haircare products.
Collaborated with brands like Emi Jay for limited-edition collections.

Matilda Djerf Net Worth

Matilda Djerf’s net worth is estimated to be between $3.35 million and $34.5 million as of 2025. Her wealth primarily stems from:

Djerf Avenue: The brand’s rapid growth and global expansion have significantly contributed to her earnings.
Social Media Partnerships: With a massive following, Matilda collaborates with various brands, enhancing her income.
Product Launches: Introducing new product lines, like haircare, has diversified her revenue streams.

Matilda Djerf in the News

Workplace Allegations: In 2024, a documentary highlighted claims from former Djerf Avenue employees about a toxic work environment. Matilda responded with a public apology, acknowledging her shortcomings as a leader.
Brand Expansion: Despite controversies, Djerf Avenue continued to grow, launching pop-up shops and expanding its product range.
Haircare Line Launch: In late 2024, Matilda introduced a line of vegan, cruelty-free haircare products under Djerf Avenue Beauty.

Quotes by Matilda Djerf

“Every day is a runway.”

“I want you to feel like you are stepping into our world when you shop with us.”

“We strive to create a sense of belonging and care — something we hope shines through in everything we create.”

FAQs: Most Asked Questions About Matilda Djerf

How did Matilda Djerf get famous?

Matilda gained fame through her travel and fashion posts on Instagram, which showcased her unique Scandinavian style.

Is Matilda Djerf a millionaire?

Yes, her estimated net worth ranges between $3.35 million and $34.5 million as of 2025.

What is Matilda Djerf’s style called?

Her style is often described as Scandi-girl or vintage-chic, characterized by oversized blazers, neutral tones, and effortless elegance. Her style is minimalistic, comfortable, and slightly whimsical.

Why is Matilda Djerf so popular?

Matilda Djerf rapidly rose to influence fame because of her unique scandi-style, beautiful blow-out hair, and travel content. She has also built a brand that is commitmed to sustainable fashion, body positivity, and authentic, which has made it a success globally.

What is the Matilda Djerf drama?

In 2024, allegations emerged about a toxic work environment and bullying at Djerf Avenue. Matilda responded publicly, saying she was unprepared for the company’s rapid growth and lacked the skills to lead effectively. She acknowledged the issues and expressed a commitment to learning and improvement and putting the correct policies in place.