Matilda Djerf
Matilda Djerf is a Swedish fashion and beauty creator, model and co-founder of Djerf Avenue, known for relaxed wardrobe staples and her signature curtain bangs.
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Latest
Matilda’s happenings, collected from public sources, plus their backstory and Starbook, where fans write.
Known for
Overview
- From
- Borås, Sweden
- Work
- Fashion and beauty creator, model and entrepreneur
- First audience
- Travel and outfit posts after high school
- Brand
- Co-founded Djerf Avenue with Rasmus Johansson in 2019
- Recognition
- Forbes 30 Under 30 Europe, Retail & Ecommerce, 2023
Mini bio
How it started.
From Borås in Sweden, Matilda began building an audience through travel and outfit posts after high school. In her Vogue interview, she recalled starting a blog at 11, returning to blogging before a Caribbean trip with Rasmus, and gradually moving into modeling and co-designed collections.
The breakout.
Her relaxed styling and curtain bangs became familiar across fashion feeds. In 2019, she and Rasmus Johansson co-founded Djerf Avenue. The brand grew around the everyday pieces she wanted to wear, including roomy blazers and wardrobe basics.
From clothes to hair.
Djerf Avenue Beauty followed in 2024. In her own account of its development, Matilda says she had spent years combining products to get the results she wanted. That frustration led her to develop styling products with chemists.
Learning in public.
In December 2024, Aftonbladet reported employee allegations about bullying and working conditions at Djerf Avenue. Matilda apologized and said the company was changing its management and staff feedback processes. She later discussed rebuilding trust in an interview with Glamour.
Creditschronological, newest first
Fashion and beauty
- 2026Djerf Avenue x The Skinny ConfidentialDjerf Avenue co-founder
- 2026Djerf Avenue x Maren TaylorCo-creator
- 2024Rhode Peptide Lip Treatment: Peppermint GlazeCollaborator and campaign model
- 2024Djerf Avenue BeautyCo-founder
- 2020The Matilda Djerf EditFrankies Bikinis collaborator
- 2019Djerf AvenueCo-founder with Rasmus Johansson
Audio
- 2026Fashion & Founders: Matilda Djerf, behind the brandInterview guest
- 2024Sommar i P1, August 11Host of an autobiographical radio episode
Awards
Quotes
For as long as I can remember, hair has been a way for me to express myself.Matilda Djerf, The story behind Djerf Avenue Beauty
Her first-person account of developing the beauty line: https://djerfavenue.com/en-se/beauty/story-behind-beauty/
Trivia
- The name Djerf Avenue came to her over breakfast with Rasmus at a café in Los Feliz, Los Angeles.
- As a child, she rummaged through her mother’s wardrobe and persuaded her that a pair of brown boots with small heels was essential to an outfit.
- She loved styling her friends’ hair growing up, long before developing her own hair products.
Find Matilda
Follow Matilda for outfits, hair inspiration and life behind Djerf Avenue.
Are you Matilda Djerf?
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