Influencer says she was ‘not ready’ to lead after backlash

The embattled boss of Swedish fashion brand Gerf Avenue has apologized again after allegations she mistreated her staff and blamed a lack of leadership experience for the company’s lack of growth.

“I was not ready,” Matilda Jerff wrote in a post on Instagram, days after a report by Swedish news outlet Aftonbladet led to a backlash against the brand.

In the message, the 27-year-old said the company is working to improve its work culture, including hiring managers with more experience and launching monthly anonymous surveys of employees.

Ms Gerf, who began her online influencer career in 2016, said she was determined to “get it right”.

He wrote, “When I started Gerf Avenue I never imagined the company would become what it is today, with so many team members and so many responsibilities.”

“I will continue to learn and work to ensure that Jerff Avenue is a safe, inclusive place for all.”

Launched in 2019, Jerf Avenue quickly gained popularity among young women for its wardrobe staples like oversized button-down shirts and trousers.

The brand, which recorded revenues of almost $35 million (£27.5 million) last year, is known for its size inclusivity and diverse model representation.

But it is facing consumer outrage after Aftonbladet reported bullying and body-shaming claims. It says some models were told they weren’t wearing a pair of jeans, while others were called fat.

Jerff Avenue recently held its first 10-day pop-up shop in London, with queues stretching up to three hours before the store opened.

Journalism student Evie Summers, who attended the pop-up to write a report, said the allegations against Ms. Gerf were “incredibly disappointing and discouraging for the young, impressionable people who look up to her “.

He said an apology was the only path available to Ms. Gerf, who has gained popularity not only for her designs, but also for her “lifestyle and values.”

“With this in mind, it’s especially important for them to reflect their brand values ​​of kindness and inclusivity towards their employees,” the 19-year-old said.

In her message, Ms. Gerf said she hoped to rebuild trust among her fans.

She added, “I had never built a company before, and because of too much stress, too fast a pace, and naivety, I failed to become the leader and colleague I wanted to be.”

London resident Samantha Rogers said the controversy was a reminder that brands have to live by their values.

The 32-year-old told the BBC, “I’m definitely saddened by what happened, but I also think it’s great that brands are being called out when they don’t live up to the values ​​they promote. Let’s give.”

“If your brand doesn’t feel genuine, it won’t stand the test of time.”