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Biography
Matilda Saga Albertina Djerf (born 8 April 1997) is a Swedish influencer, fashion designer and co-founder of eponymous brand Djerf Avenue.
Early life
Djerf was born and raised in Borås, a small town in western Sweden. She experienced anorexia and orthorexia as a teenager.
Career
Djerf first found success as a social media influencer in 2016. Djerf founded Djerf Avenue with her boyfriend, Rasmus Johansson, in 2019. Djerf Avenue garments are made in Portugal, Italy and Sweden.Djerf does not host or attend fashion weeks because of the lack of size diversity seen at fashion week events, preferring pop-up shops as brand activations. Djerf Avenue is valued at $34.5 million. In 2022, sales revenue was predicted to be about 22 million dollars. In 2023, the brand received criticism for selling items that appeared to be closely inspired by designs from other brands, after Djerf personally warned customers not to purchase "dupes" of the brand's designs.