fashion Who is Matilda Djerf and why has her label caused so much controversy? Basmah Qazi

It’s what her followers want from her, and since the inception of her brand, you could say she has definitely delivered.

In fact, Djerf Avenue’s success became hard to track at one point, with the label just recently having launched in the United States.

However, only a month later, Matilda’s loyal fanbase began to turn, and what was once the brand every ‘It Girl’ was sporting, quickly became rife with controversy, causing Matilda to deactivate her TikTok altogether.

So … what happened?

What did Matilda Djerf do?

Well, nothing really. And what we mean by that is that we’re not entirely sure if she’s behind everything that’s taken place so far. 

Fans have, however, alleged that the team behind Matilda’s TikTok account have been reporting smaller creators because they showed dupes of Djerf Avenue clothes.

It’s important to note that dupes are not replicas, and it’s certainly not an illegal practice. Instead, it promotes accessibility, and allows people to try popular products without the hefty price tag.

Matilda herself has also posted dupes of luxury designer items in the past, and is one of the reasons she has such a large fan base. 

TikTok users are now sharing screenshots of Matilda’s team allegedly reporting their videos for copyright infringement, simply because they shared more affordable options of clothes sold by Djerf Avenue.