ON MATILDA DJERF

Matilda Djerf, Scandi style, Copenhagen fashion, Old Money, Euro-vibe. I’m sure these are all captions on at least one of your Pinterest boards. It seems we cannot escape from the labyrinth of these trends on TikTok; every which way you turn leads to a new one.

Moreover, there has recently been some noise on social media surrounding a popular Swedish influencer and entrepreneur named Matilda Djerf. She describes her style as “comfortable and simple but with a twist”, and, along with her partner, she is co-owner of the successful online clothing brand Djerf Avenue. Often regarded as the Internet’s fashion icon, she has set trends such as ballet flats, midi-skirts, curtain bangs, vintage mini bags, and low-waisted jeans.

As her business casual/Scandi wardrobe takes the world by storm, she has no doubt empowered so many women around the world, which raises the question: how has this surge changed identities? Evidently, fashion is a means of self-expression and with so many young people being led by the bandwagon effect, their lives have changed. However, this doesn’t necessarily have to be a negative phenomenon: people now have more access to find inspiration which can give them the green light they might be in search of to experiment on their own.


Despite its nuanced nature, the world portrayed on social media seems more and more binary as labeling oneself into a specific aesthetic becomes the norm. This has meddled with teenagers’ identities. We are now expected to act and think as a mass depending on our category of choice and stay within those limits. However, we must not forget who we truly are in such a fog. Matilda has shown that this is certainly possible. The message that she sends to people across the world is to never change or conform to yourself based on what others wish for you to be. Stay confident, be kind and respectful, do what feels best to you, including picking an outfit, and follow your heart’s desires. This is what it means to be “it”, as in someone people have the deepest regard for and ever so admire.

It’s not a terrible thing to find inspiration in other people for your style. The problem arises when you rely entirely on them. Your sense of identity is reflected in every aspect of your life, including the way you dress, therefore, you should always remember to be true to yourself. Define what “fashionable” means to you.