matilda djerf: the internet’s new “it girl”
By Paige Shea
Amassing 2.7 million followers on Instagram and 1.2 million followers on TikTok, Djerf’s following is quaint compared to other influencers like Charli D’Amelio’s 49.2 million. But regardless of the quantitative number, Djerf’s influence reaches much farther than the numbers depicted on her social media. One must only search her name on TikTok to find a myriad of videos with titles such as, “Is it a fit, or is it just… Matilda Djerf?” along with videos of girls showing off their Matilda Djerf inspired outfits with the caption, “Guess which friend doesn’t know who Matilda Djerf is?”
Djerf’s fashion, complemented perfectly by her seemingly candid Instagram poses and picture-perfect blonde curtain bangs, is also widely circulated on Pinterest, a huge platform for fashion, aesthetic, and lifestyle inspiration.
So, what is it about Matilda Djerf that makes her an “It Girl?”
The appeal of Djerf’s signature look — the deliberately baggy, slightly masculine yet feminine “clean girl” aesthetic — is so effortless that it seems achievable and relatable to the average fashion consumer on the internet regardless of their age. Most of her outfits are simple closet staples — long trousers, oversized blazers, button-down shirts, and mini skirts — but her expert blending of current fashion trends combined with the allure and sophistication of her classic European “cool girl” persona sets her apart from many other fashion influencers.
While Djerf may not have the largest social media following relative to other social media influencers, the care that she shows her fans has made her an extremely likable public figure. She consistently comments words of encouragement to not only her fans but other up and coming influencers as well. She’s even been known to send PR packages to influencers that consistently tag her on their pages. Through a genuine interest and sincerity shown to her fans, Djerf has allocated the persona of a friendly, yet relatable, influencer by erasing the degree of separation commonly found between influencers and their fanbase. It doesn’t hurt that it’s evident that she gets real joy and happiness out of sharing her fashion with the world.
Djerf’s clothing brand, Djerf Avenue, has also contributed largely to her rise in popularity. Djerf Avenue was created in 2019 by her and her partner Rasmus Johansson. In December of 2019, she released a drop of nine individual pieces, basics that she felt she didn’t have in her closet. The drop sold out overnight.
The quickly-growing company has expected sales revenues of $22 million for 2022, a leap from $8 million in 2021. The brand features timeless, yet versatile, clothing perfect for emulating Djerf’s capsule wardrobe-like style which features staples such as the “First Choice Pants” and the “Forever Blazer.”
Another strong aspect of the brand, and Djerf herself, is its commitment to inclusivity and transparency. Djerf has taken a strong stance against retouching models’ photos taken for Djerf Avenue’s social media and brand website. Her stance was born from her own experience in the modeling industry and her history of struggling with an eating disorder.
When clicking on the Djerf Avenue official Instagram account, models of all sizes, body types, races, and ethnicities are featured prominently in the feed — something that other fashion brands lack. The Djerf Avenue TikTok account also features video try-ons by the same diverse array of women. The brand’s capacity to be inclusive and relatable negates influencer culture that internet consumers can easily fall prey to.
Djerf Avenue is also very careful to follow fair labor practices and has pledged a commitment to sustainability, issues that fast fashion brands regularly abuse.
So, what is Matilda Djerf’s formula for success? The perfect blend of an aesthetic social media feed highlighting timeless, yet replicable outfits, along with an authentic care and love for her followers and brand. While many influencers create fashion lines, Djerf genuinely represents her kind, laid-back attitude and embodies her commitment to inclusivity as well as fair production practices.
It is this formula that has helped Djerf quickly become one of the most recognizable fashion influencers in the world, and will certainly continue to help her gain more global popularity.
Djerf’s fashion, complemented perfectly by her seemingly candid Instagram poses and picture-perfect blonde curtain bangs, is also widely circulated on Pinterest, a huge platform for fashion, aesthetic, and lifestyle inspiration.
So, what is it about Matilda Djerf that makes her an “It Girl?”
The appeal of Djerf’s signature look — the deliberately baggy, slightly masculine yet feminine “clean girl” aesthetic — is so effortless that it seems achievable and relatable to the average fashion consumer on the internet regardless of their age. Most of her outfits are simple closet staples — long trousers, oversized blazers, button-down shirts, and mini skirts — but her expert blending of current fashion trends combined with the allure and sophistication of her classic European “cool girl” persona sets her apart from many other fashion influencers.
While Djerf may not have the largest social media following relative to other social media influencers, the care that she shows her fans has made her an extremely likable public figure. She consistently comments words of encouragement to not only her fans but other up and coming influencers as well. She’s even been known to send PR packages to influencers that consistently tag her on their pages. Through a genuine interest and sincerity shown to her fans, Djerf has allocated the persona of a friendly, yet relatable, influencer by erasing the degree of separation commonly found between influencers and their fanbase. It doesn’t hurt that it’s evident that she gets real joy and happiness out of sharing her fashion with the world.
Djerf’s clothing brand, Djerf Avenue, has also contributed largely to her rise in popularity. Djerf Avenue was created in 2019 by her and her partner Rasmus Johansson. In December of 2019, she released a drop of nine individual pieces, basics that she felt she didn’t have in her closet. The drop sold out overnight.
The quickly-growing company has expected sales revenues of $22 million for 2022, a leap from $8 million in 2021. The brand features timeless, yet versatile, clothing perfect for emulating Djerf’s capsule wardrobe-like style which features staples such as the “First Choice Pants” and the “Forever Blazer.”
Another strong aspect of the brand, and Djerf herself, is its commitment to inclusivity and transparency. Djerf has taken a strong stance against retouching models’ photos taken for Djerf Avenue’s social media and brand website. Her stance was born from her own experience in the modeling industry and her history of struggling with an eating disorder.
When clicking on the Djerf Avenue official Instagram account, models of all sizes, body types, races, and ethnicities are featured prominently in the feed — something that other fashion brands lack. The Djerf Avenue TikTok account also features video try-ons by the same diverse array of women. The brand’s capacity to be inclusive and relatable negates influencer culture that internet consumers can easily fall prey to.
Djerf Avenue is also very careful to follow fair labor practices and has pledged a commitment to sustainability, issues that fast fashion brands regularly abuse.
So, what is Matilda Djerf’s formula for success? The perfect blend of an aesthetic social media feed highlighting timeless, yet replicable outfits, along with an authentic care and love for her followers and brand. While many influencers create fashion lines, Djerf genuinely represents her kind, laid-back attitude and embodies her commitment to inclusivity as well as fair production practices.
It is this formula that has helped Djerf quickly become one of the most recognizable fashion influencers in the world, and will certainly continue to help her gain more global popularity.