The Swedish Carrie Bradshaw: Matilda Djerf and Her New Clothing Line
INSTAGRAM @MATILDADJERF
If you have any form of social media, you most likely have come across Matilda Djerf’s content. Her style has influenced a generation with her Scandinavian, effortless outfits and iconic blowout. From originally going viral from Tik Tok tutorials to achieving her bouncy blowout hair look, people soon emulated her cool girl looks. She establishes the perfect balance between maximalism and minimalism. Her outfits are not anything you should miss as she is the ultimate “It Girl” when it comes to European style and all of the above.
Currently, she has 2.4 million followers since beginning posting on her platform in January 2021 and has her own fashion line with partner Rasmus Johansson, called Djerf Avenue based in Stockholm since 2019. A lot of her Core Collection resembles her style with blazers, slouchy trousers, classic button-up tops, timeless essentials, and other pieces she wanted to create that were missing from her closet. She also has dresses, accessories, swimwear and homeware sold online as well.
COURTESY OF DJERFAVENUE.COM
Djerf mentions that a lot of her styles are inspired by her consumers on social media and on the streets. She wants to make sure most of her items are also wearable with previous collections.
“It’s really important for me that no matter what we release, you can style it with previous items. To this day, the first pieces that we launched, we still have in our collections today,” Djerf said. “I never want to release something that you can’t style with the previous items. So it needs to be versatile. It needs to be comfortable. I think those are the things I think about.”
COURTESY OF @MATILDADJERF
Her photographed looks online show her collection as it is. No edits, no photoshop, just raw and unfiltered images of clothing to ensure accurate sizing as Djerf has experienced how strange sizing could be while she was modeling.
Shop some of her looks and follow her on social media to keep up!
