Minimalist, season-less and staple; that’s what Matilda’s Djerf Avenue is all about. Three years after its debut, DDW speculates on its hype.
Nobody does European It Girl like Matilda Djerf. Her hairstyle, an iconic choppy blowout and her capsule wardrobe are not the only traits that have catapulted the 25-year-old Swede – Matilda’s Djerf Avenue has been equally successful in cultivating the hype.
8 million dollar sales are what Djerf Avenue reported in 2021, a scarce two years after the brand’s launch. It’s a large number but an unsurprising fact; anything Matilda touches turns to gold in the eyes of fashion-hungry Gen-Zs and just about anyone on TikTok these days. Currently, there’s a trend where groups of girls showcase their outfits, a large caption looming over their fashion choices reading: “Guess who doesn’t know who Matilda Djerf is“.
And that’s the thing about Matilda, she has created a staple and signature fashion style, one which is drastically different to the fast fashion trends sweeping over our feeds and that instead focuses on slower and season-less wear.
This is precisely the basis for Djerf Avenue, which ethically produces and manufactures the clothes in Portugal, a country chosen for its quality workmanship, fabric research and respectful working conditions. Another stand-out of the brand’s ethos is the way they never retouch any of their models in the photography they take. They embrace pimples, scars and the raw beauty of the girls that sport their clothing.
In terms of clothing, Djerf Avenue is all about the basics. Their swimwear features colour block pieces, a whole chunk of them already sold out. Their core collection looks and feels like a sneak peak into Matilda’s wardrobe, full of essential pieces in inoffensive colours but interesting tailoring. When it comes to accessories, there’s a lot of wide headbands tube dress sleeves and tote bags, all screaming effortless chic.
The price point is perhaps what sets Djerf Avenue apart from many other brands launched from influencer success. More expensive than Massimo Dutti but cheaper than, say, Sandro Paris, Djerf Avenue could fall under the category of daily fashion investment pieces. In a day and age where clothes can be bought for absurdly low prices, it is surprising that the brand has cultivated such a broad following considering the simplicity and minimalism of their pieces.