Exploring Global Fashion Influencers Beyond Borders: Matilda Djerf
Series one
Written & Styled By Jona Harders
Photography By Mollie Williams
Modeled By Kaitlyn Patton & Zachary O’Dell
2023 is a year full of trends for Gen-Z –– seemingly chasing aesthetics after aesthetics searching for one that best fits. Matilda Djerf, a Scandinavian fashion influencer who empowers the clean girl, coastal grandmother, and scandi-girl aesthetics circulating within Gen-Z, catching the attention of everyone – including myself.
The mere 26-year-old fashion icon shares her passion for fashion and traveling with over 3.1 million Instagram and 1.5 million Tik Tok followers. Matilda is known for her elegant style, characterized by a blend of modern trends with vintage elements. Her outfits embody a chic and timeless appeal. You can check out her social media @matildadjerf on both platforms.
If that is not impressive enough, Matilda is a real workaholic! The “It” girl started the fashion brand, “Djerf Avenue,” without any business plan in 2019 with her boyfriend. Since then, this “side hustle” has turned into a business worth millions. From clothing and accessories to swimwear and homeware, the online shop is a paradise for your dream clean girl aesthetic. Her brand wants to achieve the Scandinavian style, which stands out with their minimalistic, simple, sharp and comfortable style.
Her social media presence and clothing brand aren’t the only qualities that make her a successful fashion influencer. Matilda’s messages and mindsets are attractive to young, independent, powerful human beings. She spends her time advocating for body positivity –– truly seen through her stance on fashion shows due to the lack of diversity and sizes. Matilda makes inclusion a priority when it comes to her brand –– illustrating to her market that her brand is a safe space for all customers.
So, how do you apply this aesthetic to your life without spending hundreds of dollars? A basic quintessential scandi-girl uniform would consist of denim, a white tee or button up shirt, and a classic blazer. This aesthetic is all about styling and experimenting –– incorporating handbags, sunglasses, jewelry, headbands, or leg warmers. As long as it is comfortable, and you feel beautiful in it, wear it!
I encourage everyone to look outside the box and to explore fashion trends all over the world. It feels like going to a vintage store and finding something unique not everyone has and making it your own!