Meet Matilda Djerf — digital media maven turned need-to-know designer — creating namesake apparel items eco-conscious and exclusively constructed in culture-rich and picturesque Portugal. It is Djerf’s signature for style and dedication to fashion that has propelled her to the fore of social media, providing her the platform to launch a self-titled designer label, Djerf Avenue. Advocating to “always follow your gut feeling,” this well dressed and well-versed influencer is set up to succeed on her terms.

Even as a young, Swedish girl, it was clear that Matilda Djerf possessed a finesse for fashion. From rummaging through her mother’s closet to putting together outfits at Target as an elementary school student, Djerf was always “the stylist” in her family. The bracelets that adorned the entirety of her forearm as a child served not only as Djerf’s creative outlet, but her superhero armor — the vambrace that allowed her to embrace herself. With just over 1 million followers on Instagram, stylist, entrepreneur, and Swedish designer and founder of her label, Djerf Avenue, Matilda Djerf has crafted a career out of staying true to the style of self, which she defines as “passionate, an old soul, creative.” A real-life pillar for how instrumental social media can be in the advancement of artistic endeavors, Djerf’s decision to “always be transparent and honest” online has helped her cultivate “the most beautiful community;” a community with whom she shares her fashion adoration and her friendship. “We help each other,” Djerf beams. “We give each other pep talks and there’s this warmth that you can feel through the screen.”

Djerf, however, did not start out sharing as much as she currently does to her growing community online. “As I started growing,” the designer reveals, “I realized that I have a platform and a voice that people somewhat listen to.” Being authentic and sincere was the obvious choice to garner that connection with her audience. “Speaking about subjects that I do, like my past eating disorder, isn’t always easy,” Djerf admits with heartening sincerity. “It’s being vulnerable in front of hundreds of thousands of people. The response makes it worth it, though.” The sheer power of social media has granted Djerf the opportunity to work on her passion and connect with the very people for whom she designs. “If social media didn’t exist, I wouldn’t be where I am today.”

Although rising as a social media stylist and content curator may be a burden too heavy for others to bear, Djerf does not let it affect her authenticity. “Staying true to myself has been something important to me throughout my life,” the designer divulged. “I’ve never allowed people to tell me who I need to be or what I need to look like.” While that ethos has had positive and negative effects on her life, Djerf believes it to be the foundation of her success on social media. “The moment I started to be more personal on my Instagram and show every aspect of my life, not just the good — that’s when I started to feel like this is me 100%, take it or leave it.” Djerf’s initial intent for creating her Instagram was never to gain followers or to become an “influencer”. Starting her social media journey while traveling the Caribbean, her story began when returning home to Sweden. Djerf’s aspiration with Instagram parallels her aspiration in life: “I wanted to share my passion.” Djerf quickly learned that she must climb the ladder of personal appeasement and passion instead of falling into the trap of trying to “please everyone.” Thus, with an intention of passion and not praise, Djerf’s ability to “let the pressure and expectations be white noise” enables her to stay grounded, focused, and to “always believe in [her] vision”.

Unwavering in her vision lent to the launch of Djerf Avenue in 2019, a fashion label fulfilling a dream and focusing on the future of environmental fashion. “Creating Djerf Avenue has been a dream of mine,” Djerf begins. “I think I’ve known that I’ve wanted to create a clothing brand since I started putting outfits together.” With her online family in mind, the designer is now tailoring her style savvy towards the “laid back girl-on-the-go who appreciates simplicity and comfort.” Djerf Avenue was constructed with a focus on “quality, timeless pieces that work for years to come,” Djerf maintains. “We strongly believe that clothes are made for longer than a trend.” Especially when talking about sustainability and eco-friendly fashion. With all apparel items ethically produced and manufactured in Portugal — a country known for its quality workmanship, respectful working conditions, premium fabrics research, and advancements in methodologies and technology — Djerf Avenue designs for the big picture. Going beyond the questions of “what clothes are we making,” Djerf and her team also asked questions like “what kind of brand do we want to be?” “What values are important to us?” The answer, Djerf confirmed, “was ethical production and long-lasting products.”

While the global pandemic may put a damper on certain industries, nothing can stamp out style. After Djerf awakes, takes her dog, Rufus, on a walk, exercises, and makes herself breakfast, the designer and influencer dives into her workday. “Work is everything from emails, collaborations, fittings, [and] meetings. We’re a small team of three people,” Djerf explains, “who work towards the same goal.” While the goal is ultimately to produce a tangible design, the intrinsic value of the article is where Djerf’s team orients their focus. “I will continue to strive to get better, to learn more, and to use that knowledge in my work,” the designer swears. “My hope has always been and will always be to inspire my followers and customers in many aspects of life — especially fashion, self-care, and daring to be ourselves.”

With the second collection from Djerf Avenue having just launched, we can see proof of Djerf’s and the label’s mission coming to life. “The second collection is lighter and breathes summer getaway. It’s pastels, blue, cream, and whites. This summer will be exciting as we will be doing several drops!” Djerf teases. “There will be something for everyone;” and for the designer herself, it is Djerf Avenue’s feminine take on suit pants, the “Favorite Pants.”

Beyond her affinity for the Favorite Pants, Djerf always seems to manage “a red thread in [her] style, regardless of the season.” Inclined towards style where “masculine meets feminine,” Djerf loves to “play around with dimensions: oversized blazers and a mini dress; bigger pants and a smaller top.” Though she finds herself drawn to dimensional design, Djerf is welcoming to a variety of styles. “I don’t think you have to stick to one kind of style,” states the designer. “Sometimes I’ll wear an oversized suit and the next day, I’ll wear a mini dress.” Her outfit is apt to change by her mood, her schedule, or her inspiration. “Fashion is a creative outlet,” the designer emphasizes. Djerf’s inspiration is influenced by a myriad of moments, experiences, and travels. “I get a lot of inspiration from old archives, movies, magazines.” And while the Swedish style tends to be more “safe” in comparison to other European countries, Djerf’s style is “very much influenced” by her travels. “I have a touch of the Scandinavian style — but, with a personal twist.”

Once the curtain of COVID is lifted and we may safely begin to publicly interact, Djerf is excited to continue progressing with Djerf Avenue and bring her designs to the global forefront. “My dream is to do pop-ups around the world. That would be the most exciting thing!” Djerf and Djerf Avenue thrive on their interaction with their following, stating: “We also want to continue to involve our customers. We’ve had our customers participate in our catalog shoots both times and that has been so rewarding and fun.” For Djerf and the Djerf Avenue team, these consumer interactions allow for a bigger bond to be built. “I’d love to do more projects like this,” Djerf continues. “My favorite thing about social media and running Djerf Avenue is to connect with what I call, my online family.”

As a fashion designer, stylist, and social media influencer, Matilda Djerf can impact the lives of those around her in an unprecedented way. From the clothes on their bodies to the convictions in their minds, Djerf’s media presence can help shape how a person chooses to express themselves. Fortunately, Matilda Djerf’s superpower, “as cheesy as that sounds,” she laughs, is “being 100% myself,” and encouraging those who follow and support her to do the same. “We are constantly told what to do or what to feel,” Matilda condemns. “There are articles on how to lose weight in 10 days, on how to stop being heartbroken, how to fake fuller lips, etc. I always strive to be true to myself and let all of those things be white noise.” No matter the season of the year, Djerf and Djerf Avenue implore their supporters to “always stay true to yourself and your values. It’s easy to get caught up in what other people are doing and what other people want you to do” closes the designer; “But, the most important thing is to always do you.”