The Matilda Djerf Effect
Everyone on TikTok and Instagram is obsessed with Matilda Djerf, she literally has our generation in a chokehold. From her style, lifestyle and the famous curtain bangs which took the internet by storm and could perhaps be solely accountable for selling out the Dyson Airwrap.
Who is Matilda Djerf?
Matilda is a Swedish fashion and lifestyle influencer. She has been creating content on YouTube and instagram for over 7 years and has gradually grown in popularity. She now has over 2 million followers on instagram and has been coined the ‘it girl’ of our generation.
Although Matilda has been creating content for years, it seems her sudden rise has come from TikTok and her clothing brand Djerf Avenue. Matilda has always been the pinnacle of ‘scandi style’ curated from oversized shirts, elevated basics and topped off with a designer bag or knee high boat.
For years, I have seen Matilda pop up on my Pinterest feed when searching for outfit inspo and I can only assume that I am not the only one who find Matilda this way
Djerf Avenue
Despite Matilda’s style being made up of basic pieces, her fan base particularly those from outside of Scandinavian countries found it difficult to find items that fit quite right in order to achieve her look. Matilda then created Djerf Avenue a sustainable and ethically made clothing brand. Using high quality materials to curate perfectly tailored pieces.
What’s Influencing Us? Top 5 Djerf Avenue picks.
1. The forever Blazer in Grey. 
Although I wouldn’t say no to any of the forever blazers, there is just something about the Grey. It’s evident i’m not the only one as the blazer is always sold out. If you want this get your hands on this one make sure to set up your email notification and act fast!
Because everyone needs a LBD. This piece is so versatile, you could dress it down with a shirt and trainers, or with boots and a blazer. It can also be elevated with the tube dress sleeves.
3. The Breezy Shirt 
This perfect fitting shirt is a wardrobe essential for every season. This piece be layered under a sweater vest in winter or thrown over your bikini in summer. The breezy shirt is also available in numerous colours , my personal favourite is the blue. However, if your aim is to curate a capsule wardrobe full of timeless pieces I would recommend opting for white or black.
4. The Favourite Pants.
Not only are the pieces perfectly designed but the names are carefully picked to pair with the product. The favourite pants are an example of this as well they will be your favourite. The trousers are the perfect fit and the outfit options are endless with these as your starting point. The trousers are of course with all of the djerf pieces available in a range of colours and each one is perfectly paired with a forever blazer. With an extra win for the tall girls as the trousers are also available in ‘tall’ sizing.
5. Go to Pants
The cargo pants trend is here to stay and this has been confirmed by Matilda launching these perfect ‘Go to pants’ in green. What I like about these is they are more subtle that some other cargo pant styles like the parachute pants which may soon be out of style. These trousers just launched and will be the perfect staple as we go from Summer into Autumn.
It doesn’t seem like the effect Matilda has on our generation is going anywhere, as she has continued to grow in popularity. The best part is that her style is attainable, she isn’t promoting fast fashion but instead promoting a more ethical approach to styling our outfits.
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