Walking through Selfridges during the busy pre-holiday rush, you might expect to be distracted by the usual festive displays.
But tucked neatly on the third floor, a particular corner has been stealing attention for a very different reason.
Djerf Avenue — the clothing brand created by influencer Matilda Djerf — has quietly made its return to the London scene with a new pop-up space that feels both soft and striking.
A Pop-Up Designed for Browsing
The setup itself mirrors the calm, minimalist style Matilda became known for.
Soft cream carpeting, a bright neon logo, and rails full of colourful pieces make the little hub impossible to miss.
Even on opening day, a modest crowd of women in their twenties wandered the space, casually trying on outfits and taking photos in the full-length mirrors.
This mellow launch was a noticeable shift from the chaos of the brand’s previous London pop-up, where queues stretched around Covent Garden for hours.
The energy may be quieter this time, but after the year Matilda has had, even a steady start is something to celebrate.
The Scandal That Almost Ended It All
Just last year, Matilda’s once-sparkling reputation took a dramatic hit when bullying claims surfaced from several current and former employees.
A Swedish news outlet reported accusations of belittling, yelling, and even comments about employees’ bodies and clothing sizes.
While none of these allegations resulted in formal investigations or legal cases, the public backlash was immediate.
Fans vowed never to purchase from the brand again. Sales slumped.
Matilda lost tens of thousands of followers almost overnight.
Her Instagram — once home to daily posts of breezy outfits and signature hair tutorials — went silent.
For a moment, it looked like her influencer era had ended.
Matilda Addresses the Fallout
Eventually, she addressed the controversy with a public statement, admitting she hadn’t been prepared for how quickly her company grew or how much responsibility came with it.
She insisted she was meeting with team members, listening to their concerns, and trying to become a better leader.
Still, the damage had already spilled into her professional world.
A promising collaboration with Hailey Bieber’s beauty brand Rhode quietly disappeared from plans.
Her usual online rhythm fell apart, and her brand’s momentum stalled.
Rebuilding from the Ground Up
Behind the scenes, Matilda began making big changes.
Her fiancé, Rasmus Johansson, stepped into a leadership role to help rebuild trust and restructure their internal systems.
They also brought in seasoned executive Nanna Hedlund to guide the company with steadier hands.
Matilda publicly addressed the allegations again in a Glamour magazine feature, making it clear she wanted to take accountability.
At the same time, Djerf Avenue shifted its creative direction.
New collections came with a more refined tone, and the brand expanded its hiring efforts — this time with clearly stated values like “customer-first” and “safe space.”
A Strategic Comeback
To show the public that things were genuinely improving, Djerf Avenue launched a TikTok push featuring office tours, staff interviews, and behind-the-scenes moments.
Matilda’s older sister Amanda began appearing more often too, offering a sense of family warmth that fans had always connected with.
The result? A slow but steady rebuild. And now, landing a prime Selfridges position — even just as a temporary concession — is proof that the comeback strategy is catching on.
Early Success at Selfridges
Although the department store initially approached the brand carefully, offering only a short-term placement and minimal staffing, the opening days told a different story.
The turnout far exceeded expectations.
Popular items — from pyjama sets to trench coats — sold out quickly, prompting Selfridges to add more staffers to keep things moving.
At the pop-up, Matilda chatted happily with shoppers, posing for photos and soaking in the warm reception.
For someone who spent months under intense online scrutiny, the positive energy must have felt like a relief.
Celebrations Behind the Scenes
To mark the launch, Djerf Avenue hosted two dinners in Notting Hill — one for influencers at The Pelican and another for its most loyal UK customers at Holy Carrot.
The city’s stylish “It” girls turned up in full force, reaffirming that the brand still holds cultural sway.
One industry insider noted that real-world shoppers may not even know about last year’s scandal.
By placing the brand in a physical store, Djerf Avenue may attract an entirely new customer base, unaffected by the influencer drama.
A Reputation on the Rise Again
With strong sales and renewed public interest, Selfridges is now reportedly considering giving Djerf Avenue a permanent space.
If that deal goes through, it will mark one of the most unexpected image recoveries in the influencer world — proof that cancellation is rarely as permanent as it seems.
What’s Next?
With Selfridges buzzing and new customers discovering the brand every day, Matilda’s next chapter likely focuses on consistency — releasing stronger collections, rebuilding trust, and keeping the real-world momentum going long after the pop-up closes.
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