Member

Djerf Avenue backlash: The cult of the founder has risks and rewards

Allegations have surfaced about Matilda Djerf’s treatment of employees. Can a brand so entangled with its founder’s identity recover from a scandal?
Image may contain Person Sitting Adult Blouse Clothing Formal Wear and Shirt
Photo: Djerf Avenue

Comments, questions or feedback? Email us at feedback@voguebusiness.com.

Influencer brands tend to be intrinsically connected to the identity of their It-girl founder. What happens when that founder falls from grace?