Quick Info
| Profession | Influencer, Fashion Designer, Businessperson |
|---|---|
| Nationality | Swedish |
| Date of Birth | 08/04/1997 |
| Age | 29 years |
| Birthplace | Borås, Sweden |
| Zodiac Sign | Aries |
Latest News about Matilda Djerf
Swedish newspaper coverage of Djerf Avenue's latest annual filings reported that revenue for 2025 roughly halved, from about 348 million to 174 million Swedish kronor. The same reporting said the company posted a loss of about 69 million kronor after a profit of about 11 million the previous year. The article linked the sales decline to earlier workplace-culture criticism of the brand.
Djerf Avenue opened its first permanent brick-and-mortar store in downtown New York City at 25 Bond Street in NoHo. Matilda Djerf, the brand's founder and chief creative officer, said New York had always been the obvious choice for the first permanent location. The opening followed special keys being delivered to 100 community members beforehand.
Djerf Avenue returned to London with a second UK pop-up at Selfridges on Oxford Street, running through late January 2026. The event marked another retail expansion for the Swedish label founded by Matilda Djerf, continuing the brand's international push after earlier attention around workplace-culture controversy.
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Bio/Wiki
| Full Name | Matilda Saga Albertina Djerf |
|---|---|
| Nickname | Scandinavia's Brigitte Bardot |
Physical Stats & More
| Height | 5' 4" (163 cm) |
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| Eye Color | Brown Green/Hazel |
| Hair Color | Light Blonde |
Educational Qualification(s)
| Qualifications | High School pass |
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Personal Life
| Food Habit | Non-vegetarian |
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| Tattoo(s) |
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Relationships & More
| Marital Status | Unmarried |
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| Affairs/Boyfriends | Rasmus Johansson (entrepreneur) |
Family
| Father | Pontus Djerf |
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| Mother | Ulrika Djerf |
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Career
| Overview | Matilda Djerf began her career in the realms of influence and fashion design after pursuing various odd jobs. Her influencer journey started in 2016 while travelling in the Caribbean with her boyfriend Rasmus Johansson, where bikini photos gained her 3,000 followers overnight, leading to full-time influencing by 2018 with over 3 million Instagram followers. In 2019, she co-founded the clothing and beauty brand Djerf Avenue alongside Johansson, which focuses on ethically produced vintage-inspired basics like blazers, jeans, accessories, and swimwear. The brand has grown rapidly, reaching tens of millions of dollars in annual revenue and earning recognition in major fashion and business circles. In October 2026, Djerf Avenue opened its first permanent brick-and-mortar store in New York City's NoHo neighbourhood at 25 Bond Street. |
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Some Lesser Known Facts
| 1. Matilda and her family spent two years living in Monterrey, California, where she faced bullying. | |
| 2. Growing up, she struggled with eating disorders, including anorexia and orthorexia. | |
| 3. During school, she discovered a passion for writing and photography and served as the editor for a school news magazine. | |
| 4. Prior to her influencer career, she took various jobs, including working as a salesperson and a waitress. | |
| 5. Rather than pursuing college, she chose to gain life experiences through travel and started a blog that unexpectedly gained popularity. | |
| 6. Matilda and Rasmus traveled to destinations like the Caribbean Islands, Bali, and Australia, which inspired her digital content creation career. | |
| 7. Djerf Avenue's substantial growth took place in just a few years, reflecting their hard work and dedication. | |
| 8. Matilda often features her pet dog, Rufus, prominently in her social media content. | |
| 9. Her iconic bouncy hair has set trends, accumulating over 13.8 billion views under 'Matilda Djerf hair' on TikTok. |
Social Media