120. Matilda Djerf - The Scandinavian IT Girl, Trend Setter and Fashion Influencer

<p>It was a gray summer’s day, but on the first floor of a grand office block typically occupied by bankers and shipping brokers, Matilda Djerf was basking in the glory of Midsommar.</p> <p>Ms. Djerf, a 25-year-old social media influencer who founded the fashion brand <a href="https://djerfavenue.com/" rel="noopener noreferrer" target="_blank">Djerf Avenue</a> with her boyfriend, Rasmus Johansson, in 2019, has forged a fast-growing business empire on tantalizing glimpses of her soft-focus Scandi dream life — not to mention one of <a href="https://www.nytimes.com/2021/10/02/style/tiktok-shopping-viral-products.html">TikTok’s</a> <a href="https://www.glossy.co/beauty/glossy-pop-newsletter-who-is-matilda-djerf-and-why-is-tiktok-obsessed-with-her-hair/" rel="noopener noreferrer" target="_blank">most emulated haircuts</a>.</p> <p>If you don't know Matilda, she should be on your radar. She commands a following of 2.6 million <a href="https://www.instagram.com/matildadjerf/" rel="noopener noreferrer" target="_blank">on Instagram</a> and a million on TikTok on her personal accounts. She's the IT girl of our generation and millions of girls called themselves "Djerf Angels". I'm a fan of her brand and wanted to dive more into why everyone is so fascinated with Matilda.</p>