By Kathryn Mendonca

Chances are, if you have Pinterest, her outfits, interior shots of her home or her trademark bouncy, flowing blonde locks probably feature on there somewhere. Matilda Djerf has somewhat become a household name in recent years. Her classic, Scandi-girl sense of style is truly something to behold. Matilda’s hair is arguably the most envied on TikTok at the moment, with users desperately scrambling to try and recreate her effortlessly romantic curls. Aged only 25, Djerf is a successful social media influencer and founder of her own brand ‘Djerf Avenue’.   

Image source: Instagram 

Matilda was born in Sweden and only fully began her social media influencer journey in 2016 when she began posting content on YouTube, which is rather late in comparison to other popular youtubers such as Zoella, Bethany Mota and Michelle Phan who began and rose to fame around the early 2010’s. Djerf and her long-term boyfriend began by sharing their travel journey in 2016 on social media and people went crazy for it. She shared her minimalist style, travel pictures and selfies on her Instagram, as well as posting ‘day in the life’ and ‘get ready with me’ videos to Youtube. Fast forward to 2022 and people still love her just as much as they did then, there’s just a lot more dedicated fans now than what there was then.  

The simplicity of her brand is one of the main driving factors behind her success. Djerf avenue is an ethical brand that is completely transparent about their materials, suppliers, and production process. This honesty is another reason the fashion world embraces her, she is authentically herself online and this is mirrored in her work also. The brand encourages the idea of slow fashion, to wear and re-wear clothes and to make good garments timeless, rather than buying into products that have been produced by fast fashion companies. 

“Our pieces are ethically produced and manufactured in Portugal, Italy & Sweden. We have designed each piece to feel timeless and to work together. We want you to wear Djerf Avenue often. We want to be the basics in your wardrobe that you can always go to. We believe in timeless designs that will work for years to come.” 

-Djerf Avenue 

With a staggering 2.8 million followers on Instagram, everything she wears becomes a trend to her fans. Whether it’s matching oversized suit sets, rainbow headbands or a comfy patterned robe, Matilda often only wears and promotes her own brand – I mean why wouldn’t you? This is something that fans find refreshing about her, she is not one to jump on micro-trends and collaborate with brands that don’t align with her own values, unlike many other influencers in the present day. Matilda’s social influence is here to stay because of her sustainable style. She is, what many young women, aspire to be.