"When we did our first shoot they came with us, they've seen everything, they even helped us pack orders for the first few months." They had no team and did everything themselves, but Matilda's family were there to help. "Since the start they've always been my biggest cheerleaders." The early days of Djerf Avenue was just Matilda and her partner Rasmus. "I'm a true homebody, I've always enjoyed just being surrounded by my family," she says with a grin on her face, telling me about her childhood and family vacations. Which has inspired to do my own thing!"įamily is clearly central to how Djerf lives her life, they constantly feature on her social media, with her parents and sister often modelling Djerf Avenue's clothes. "My mum has always been my fashion icon, not caring what other people think," she tells me. I wanted to find out what influenced the fashion influencer.Īpart from Hannah Montanna, which I think all women who grew up watching the Disney show can relate to, Djerf speaks fondly of her mother, Ulrika, who features prominently on both Djerf's social media and Djerf Avenue's marketing. It's not easy to be so fashionable that the majority of young women want to replicate your style. And the hype around Djerf and her clothes doesn't look as though it's dying down anytime soon. "I come from a small town, if you dress up or if you dress a little bit differently than the rest of people, it's a little bit frowned upon."īut it is Djerf's style that has got her where she is today, her daring to be different generated $34 million in revenue last year for her brand. Our conversation starts with us talking about her life before Djerf Avenue and internet fame. She looks put together and cheery, the image we see on social media does not seem a fake one, her golden hair intact as always. She is calling me from her office, I compliment her on her outfit - from Djerf Avenue, of course - and she thanks me, explaining that it's "forever blazer" day at the office, an initiative from the social media team for all to wear the company's forever blazers, a customer favourite. Since 2019 Djerf Avenue has gone beyond clothes, releasing accessories and homeware which have been adored by fans. An icon for many young women around the globe, fans of the 26-year-old have gone crazy for her style, which explains why her brand, Djerf Avenue, has made millions of dollars.ĭjerf founded her clothing brand in 2019 with her partner and CEO Rasmus Johansson. Take a look at the gallery above to see all the photos from the party.Few are worthy of the title influencer like Matilda Djerf. While partygoers like Munroe Bergdorf, Maya Jama, Novelist, Wilson Oryema, Bee Beardsworth, Louis Simonon, and Snoochie Shy sipped on Cîroc cocktails, bottles of Budweiser, and cans of CanO Water, the vibes were handled by a selection of London’s coolest DJs Lexi Andrews, Pxssy Palace, Illustrious One, and Ciesay (one half of Places+Faces), and a special live performance was served up by west London native Lava La Rue. Two of the cast featured in Ward’s ‘Freedom’ were in attendance and treated the partygoers to a re-enactment of their dance from the film in front of the screen playing the film (it was quite meta, and quite lit). The collection of genderfluid reinterpretations of workwear staples was also brought to life by three short films – Leonn Ward, Ronan Mckenzie, and Stephen Isaac-Wilson each directed one – all of which were proudly on display on supersize screens throughout the evening. I really like this big puffa, I cannot wait to go snowboarding and wear it!” The collaboration firmly has Jenner’s seal of approval, too: “There’s a lot that I like. The space was dressed by set designer Thomas Petherick, who created custom soft foam podiums, perspex frames for flat laid looks from the collection, and perspex plinths to house the sneakers. All concrete, heavy metal doors, and huge open spaces, the venue felt like a warehouse club you’d find in New York’s Meatpacking district, before Samantha from Sex and The City moved in and started yelling at the local drag queens. The location for the evening was Welbeck Street car park, tucked away just behind Oxford Street, behind a wire gate. “I’ve been talking with Olivia about it for a little while, and I’m just excited to see it all put together, her ideas all come together, and to see it in person,” she shared before guests arrived. Oblanc and adidas Originals ambassador Kendall Jenner have been working closely on the collection for a while, and Jenner in particular was excited for the IRL event. Last week, London played host to designer Olivia Oblanc for the launch of the adidas Originals by Olivia Oblanc collection, the latest collaboration from the German sportswear giant.
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