You’ve probably seen her face on Pinterest. Those bouncy curtain bangs, oversized blazers, and that effortless vibe that makes you want to raid your closet. If you’ve been wondering who Matilda Djerf is, you’re not alone—everyone seems obsessed with her style.
She’s not just another influencer posting outfit pics. If you’re asking who is Matilda Djerf is, you’re about to discover why she’s different. Matilda built a fashion empire from scratch, turned her Instagram into a career, and created a brand that sells out in seconds. Let’s break down her journey, her signature look, and what separates her from every other fashion creator out there.
The Backpacker Who Became a Fashion Mogul
Matilda didn’t start with a business plan or fashion degree. In 2016, fresh out of school, she packed a small camera and traveled the Caribbean with her boyfriend, Rasmus Johansson. They were just backpacking, shooting bikini looks, and posting them on Instagram for family and friends.
Then something wild happened. Her follower count exploded. By the time she hit Bali and Australia six months later, she had 100,000 followers. That’s when she faced a choice: go back to her juice bar job in Sweden or bet on Instagram.
She chose Instagram, figuring she could always find another job if it failed. It didn’t fail. Her photos captured something real—no heavy filters, no fake poses, just genuine shots of a girl exploring the world. People connected with that authenticity, and her following kept growing.
What Makes Her Style So Addictive
If you’ve ever wondered why Matilda’s outfits look so good, here’s the secret: she’s a master at making simple pieces look incredible. Think baggy trousers, oversized blazers, basic tees, and those famous curtain bangs framing her face. It’s 90s nostalgia meets Scandinavian minimalism.
She doesn’t follow trends blindly. Instead, she picks what works for her and makes it her own. Her hair became its own phenomenon—tutorials for her bouncy blowout racked up millions of views on TikTok.
What’s genius about her approach is the accessibility. You probably already own half the pieces she styles. She just shows you how to wear them differently. That blazer collecting dust in your closet suddenly becomes the centerpiece of an outfit.
Her style isn’t about expensive labels or chasing what’s hot right now. It’s about timeless pieces you’ll wear for years. That philosophy became the foundation for launching her own brand.
Building Djerf Avenue From a Café Conversation
In 2019, Matilda and Rasmus were having breakfast at a Los Feliz café when inspiration struck. They needed a name for the fashion brand Matilda had been dreaming about since childhood. She read the word “Avenue” somewhere, played with it, then said “Djerf Avenue” out loud.
They both knew immediately. That was it.
Djerf Avenue launched with a clear mission: create the pieces missing from Matilda’s closet. No photoshopped models, no shady production practices, no fast fashion shortcuts. Everything would be timeless, sustainable, and real.
The brand made $2 million in its first year. They shipped orders from a rented warehouse in Sweden, handling everything themselves. Today, Djerf Avenue has offices in both Sweden and the US, with a valuation hitting $34.5 million.
What sets the brand apart is authenticity. Every model is photographed naturally, with zero retouching. The clothes you see online are exactly what you’ll receive. Matilda designs every piece herself, drawing inspiration from her Swedish roots and travels.
The Values That Built a Movement
Understanding who is Matilda Djerf is means understanding her values. Matilda knows she has privilege. She’s white, conventionally attractive, and fits the beauty standards that make life easier in fashion. But instead of ignoring it, she uses her platform to do better. Djerf Avenue hires models of all sizes, races, and backgrounds.
She’s been vocal about the industry’s problems. During modeling gigs early in her career, she saw brands photoshop her three sizes smaller. She watched companies lie to customers about what they’d actually receive. That frustrated her enough to start her own brand and do things differently.
The brand doesn’t just talk about sustainability—they live it. They encourage customers to buy investment pieces instead of disposable fashion. They even launched a resell marketplace where customers can sell their Djerf Avenue items to each other at fair prices.
Matilda saw people reselling her products online for crazy markups and refused to support that. She created a safe space for her community to trade pieces without price gouging. It’s currently available in the US, with plans to expand worldwide.
The Power Couple Behind the Brand
Here’s something interesting: Rasmus isn’t just Matilda’s boyfriend. He’s her business partner, co-founder, and the person who’s been there since day one. He took those early photos in the Caribbean. He’s now the Interim Chief Marketing Officer after serving as CEO.
Working with your partner sounds romantic until you’re both stressed about inventory and marketing. Matilda’s advice? Set clear roles and turn off work when you get home. They’re still working on that second part, but defined responsibilities helped them avoid constant conflict.
In 2023, Forbes Europe named them both to their 30 Under 30 list for retail and e-commerce. Their relationship hit another milestone in July 2025 when they got engaged. The announcement was pure Matilda: soft-launched with unassuming photos, coordinating white outfits, and a stunning marquise diamond ring.
Why She Stands Out in a Crowded Space
The influencer world is packed with people selling lifestyles. When people search who is Matilda Djerf is, they’re looking for what sets her apart. So what makes Matilda different? She doesn’t just repackage what’s already trending. She creates trends while staying true to her vision.
Her curtain bangs became a global phenomenon. Her berry-printed robe sells out instantly every time it restocks. Her approach to fashion—timeless over trendy—resonates with people tired of fast fashion’s constant churn.
But it’s deeper than style. Matilda built a fanbase on genuine connection. She shares her creative process, admits her privilege, and actively works to make her brand inclusive. That’s rare in an industry often criticized for surface-level diversity.
She also recognizes that passion matters more than perfection. When hiring for Djerf Avenue, she looks for problem-solvers who take initiative and genuinely love the work. You can’t fake that energy, especially in a startup environment.
The Girl Who Didn’t Fit In
Growing up, Matilda felt misplaced. School wasn’t her thing, and she struggled to find where she belonged. Those teenage years of feeling like an outsider shaped how she approaches everything today.
She tells her younger self: “You’ll find a time in your life when you feel like you belong.” That moment came when she discovered her creative voice through fashion and built a community around shared values.
It’s a reminder that the people who feel out of place often create the most interesting things. Matilda didn’t fit the traditional mold, so she built her own path. That’s the energy that turned a girl with a camera into a fashion entrepreneur.
What’s Next for This Fashion Force
Djerf Avenue keeps growing. The brand recently launched a new website and expanded its resell marketplace. Matilda’s engagement sparked predictions about bridal collections and wedding dress trends. With her influence, anything she wears down the aisle will inspire thousands.
Her collective following across Instagram and TikTok has crossed four million people. Every outfit she posts becomes a tutorial. Every product drop creates a frenzy. The berry robe? Iconic. The curtain bangs? Still trending.
So when someone asks who is Matilda Djerf is, the answer is clear. She’s the Swedish designer who turned Instagram into a career, built a multimillion-dollar brand on authenticity, and proved you don’t need to compromise values to succeed. She’s the reason people are thrifting baggy pants.
She’s proof that when you stay true to your vision and create something real, people notice. And they keep coming back.
