The Devil Wears Djerf (polyester) and is passionate about private toilets
Maybe Matilda is nice, maybe she isn’t. But I can guarantee this, anyone who is selling such expensive polyester is mean. It’s mean to the environment. It’s mean to the small brands that care about the materials they use. It’s mean to the customers that believe they are investing in clothing items that will last them many seasons.
If TikTok really does get shutdown in January for America, so many influencer brands will celebrate- it's much harder to cancel a brand that caters to a young audience on Instagram. Thanks algorithm.
Maybe we are all secretly wishing for brands to have a downfall at some point in their lifespan- it can make them better, improve external and internal business practices and teach humility. No brand is untouchable- and unfortunately for Djerf Avenue the Grinch has arrived early, just in time to steal their office’s holiday cheer. Last year it seemed that Djerf Avenue were squashing the inevitable dupes that appeared on the market of their fabric patterns, and now we know that their office environment is less than ideal.
Confused? Understandable. If you don’t use Instagram to follow influencers that have the perfect blowout or unattainable outfits, Matilda Djerf won’t mean anything to you. As she shouldn’t. But she has a beautiful blowout, loves an expensive designer bag and creates lovely photo dumps.
Swedish media company ‘Aftonbladet’ broke a story early December featuring 11 ex Djerf Avenue employees explaining their less than ideal time working under Matilda Djerf’s leadership. I feel heavily for these ex employees- They talk of the horrific scrutiny they experienced, the internal bullying, Matilda Djerf’s regular screaming sessions (which has subsequently caused long-lasting panic attacks), and many other injustices. Including a private toilet scandal.
If I see one more person online talking about how if Matilda Djerf was a man then her leadership wouldn’t even be an issue I’ll riot. In any workplace screaming at your employees is not acceptable. Being mean is not acceptable. Not reflecting your companies values is not acceptable. I hold both men and women to the same standards when it comes to leadership. If you are going home each day with much more income than I, you naturally have more responsibilities ergo stress- but that’s the nature of the job. If you can’t handle it, you don’t have to. Lets use our inside voices, give constructive criticism and not be a dick. And if that still seems unobtainable, let’s haul ass to therapy.
Coming from someone that has been in less than ideal office environments, it has to be really bad to take it to the media- let alone 11 people to take it to the media. It can feel frightening. Especially if the brand that you are talking about has millions of loyal buyers spread across the globe. And a fuck ton of money. It’s a massive risk to your professional career- you’ve lost a work reference, you might be considered a future liability and you’re going against a brand that is used to green washing it’s consumers. They have experience with manipulation. Plus you probably signed an NDA.
Now on to something that is genuinely laughable. At the end of the day we have to find some humour in this story- and that is Matilda Djerf’s passion for a private toilet. I also love a private toilet- my toilet in my flat is fun, and my office one is not. Stephanie McNeal of Glamour Magazine titled her own article “The Matilda Djerf toilet-scrubbing scandal, explained”. Your digital footprint really does last, and no amount of SEO manipulation the Djerf Avenue team does to boost their available ‘toiletry bag’ will scrub the internet. Matilda + toilet will last forever.
Online I’ve seen a range of responses. Some justify Matilda Djerf’s need for a private bathroom in the workplace that just some of her ‘fav’ workers get to use (the aliens are reading this so bloody confused), others think it’s pretentious. I don’t personally care that she has a passion for her own private bathroom at work. Perhaps she has bad IBS and feels a need for a vessel to be available to her at all times. I don’t agree however with just her favourite employees receiving the golden ticket to enter said private bathroom. I also hate to hear about the claims that the Aftonbladet article made about one employee that was instructed to completely scrub down said private bathroom after accidentally using it before Matilda was able to use it again. This is so mean? And feels like a scene from The Help… And one I have to believe true- toilet cleaning is not one you can embellish with such confidence.
Please enjoy this excerpt from ‘Djerf Avenue responds to the alarms from the staff’ published by Aftonbladet- a full response word for word from Matilda Djerf and Djerf Avenue.
Is it reasonable that Matilda Djerf has her own toilet that only she and selected employees are allowed to use?
Matilda has her own toilet, which is a measure we have introduced to help her stay healthy. This is especially important as many of our campaigns, shoots and other key activities depend on her participation. Our office makes it possible to offer this solution without affecting other employees' access to facilities.
We understand that this may raise questions and that it may be perceived as discriminatory. We are also aware that it has emerged that other people have used the toilet on occasion, which is clearly problematic and not in line with the existing policy. The toilet is only intended for Matilda and we will ensure that this is handled clearly and correctly going forward.
Will the note on the toilet remain after the criticism?
Yes, the note will remain. This is a measure we have put in place to ensure that Matilda stays healthy, as her health is crucial for her to be able to fulfil her responsibilities within campaigns, shoots and other projects that are central to the business. However, we have been clear internally that the toilet should only be used by Matilda. This solution is possible thanks to the facilities we currently have access to. Should the conditions change, we will of course reassess the situation.
This is the said private toilet sign in the Djerf Avenue office- lol. <3
I’m unsure if the English translation is completely true to what was written in Swedish, but it seems the Djerf Avenue representative is really drilling the point that this private bathroom keeps Matilda healthy- so my speculation of IBS may not be far off.
Private toilet aside, high staff turnover is what I always look for as the first telltale sign of an unhealthy company.
Please don’t enjoy another excerpt from ‘Djerf Avenue responds to the alarms from the staff’ published by Aftonbladet- a full response word for word from Matilda Djerf and Djerf Avenue.
Regarding the high staff turnover, you state that it is because the company is growing, but according to our sources, that is not the whole truth. According to our data, around 10 people will have quit this year during 2024 and the reason in many cases is the poor working environment. What do you say about that?
We are aware that staff turnover has been high for a certain period and that there are several different reasons for this. As a fast-growing company, we have had to ensure that we have the right skills in the right place to meet our goals and build a strong and sustainable organisation.
Of course, this does not excuse the fact that there are employees who have had negative experiences with us, and we take their experiences very seriously. We are deeply committed to creating a work environment where all employees feel safe, respected and appreciated, and we work actively to address the areas that need improvement.
Ok, strike two.
Djerf Avenue just hosted it’s first London pop-up. Had this news broken just 10 days earlier it might have been a different social media experience. Which micro-influencers would have attended? Have said micro-influencers even had enough office experience to understand how much poor leadership can affect ones mental health? Would the free cherries and photo opportunity with Matilda still have been enticing? Those that attended the London pop-up have said positive things about their experience with Matilda, which I truly believe. She might be really kind, or have really great media training- or she might just want to sell some product. My old boss was kind in social situations… congrats for holding it together in public?
Maybe Matilda is nice, maybe she isn’t. But I can guarantee this, anyone who is selling such expensive polyester is mean. It’s mean to the environment. It’s mean to the small brands that care about the materials they use. It’s mean to the customers that believe they are investing in clothing items that will last them many seasons. I applaud Djerf Avenue for using different sized models across their website and for taking a cracking Instagram photo but it’s not enough. People have been talking about Djerf Avenue’s polyester usage for YEARS, and in response they’ve done shit. They continue to release expensive clothing items that are polyester based with no regard for the environment. Unfortunately for Djerf Avenue their size inclusivity that is featured on their website is also under fire after claims that Matilda Djerf said a plus size model looked ‘so fucking fat’ and demanded they redo the photoshoot.
I hope that Djerf Avenue releases a proper apology- one that isn’t hidden in the comment section of their most recent post. I hope that the workers that are currently in the Djerf Avenue office are feeling safe, and are not currently being scrutinised by their very own Miranda Priestly. A character that is super fun to watch on screen, but one that you hope to never encounter in your professional career.
I hope Djerf Avenue recovers considering they employee junior workers that are trying to gain experience in the fashion world. I mean- I’m sure they will considering not everyone cares about internal office affairs. Enough people are still purchasing from Shein- case and point. Matilda is also close friends with Hailey Bieber, another celebrity brand that has faced it’s own fair share of criticism due to poor beauty formulations. I just hope moving forward Djerf Avenue actually improves, and that the mean behaviour gets left at the door. Or, at least stays in Matilda Djerf’s private toilet.
Deinfluencing your 2024 Beauty Advent Calendars.
Deinfluencing your Beauty Advent Calendar this 2024. Here are some slower, more useful alternatives.
When was the last time you purchased an advent calendar? No, not one filled with chocolate, or even tea bags. How about one filled with skincare? Or makeup? I myself have been tempted before. SpaceNK sees far too much of me, and back home in New Zealand our beauty equivalent, Mecca, was one of my favourite stores. This year Harrods, SpaceNK, Liberty, Selfridges and Sephora released particularly great beauty advent calendars, three of which are already sold out- weeks prior to December starting. This year I don’t have a spare £240ish pounds for a calendar where I’m not guaranteed to like/find useful at least 80% of the items so here are some other options for you…
Just to clarify, these alternatives aren’t necessarily more ethical or sustainable- but it is up to us to create purchasing decisions that aren’t excessive. It’s weird to need so much of the same thing. When I moved countries unfortunately I was allotted one 23kg suitcase, and a carry on backpack. When cleaning out my room I realised just how much stuff I had collected over the years. 13 perfumes, at least 5 foundations, so much nail polish, lipstick galore and don’t get me started on the eyeshadow palettes.
So, enjoy these slow(er) consumption Beauty Advent Calendar alternatives (presents you’ll actually use).
Could you imagine? Buy once and use forever. A visual guide to seasonal fruit and vegetables grown in the UK. Perfect for those that frequent local markets or just really enjoy a great piece of artwork.
2. Mason Pearson Hairbrush
It may seem crazy to purchase such an expensive hairbrush however these hairbrushes do god’s work. Plus, they last forever. This is a hairbrush you splurge on once and are able to put to use for 10-15 years even.
3. A Blunt Umbrella
It’s embarrassing to be walking around the UK and have your umbrella turn upside down, or break. Buy one umbrella and know that it will really work. The founder of Blunt actually dreamed up the idea when he was in London… It’s fate.
4. Davines Advent Calendar
Now this is an sustainable advent calendar you’ll really put to good use. If you’re anything like me being in the UK is so exciting due to the ease of travel and with travel comes the need for a great mini shampoo & conditioner. Davines is a B-Corp certified business that creates incredible hair products. I got one of these last year and the samples were used on each of my trips.
5. Emma Lewisham ‘The Essentials’ Set
Emma Lewisham is a Cruelty Free skincare company that you can purchase in Space NK! This is the best skincare advent calendar alternative. Products you are guaranteed to like!
6. 12 Days of Baking Advent Calendar
This is a really fun advent calendar that changes thing up! A great excuse to bake with friends, or to gift to someone that loves baking themselves.
7. Haeckels Bladderwrack + Buckthorn Body Wash
I love this body wash so much. It’s sustainable (seriously), it smells fantastic and it’s produced locally in the UK. Need I say more? You could literally buy such a range of Haeckels products for the cost of one beauty advent calendar. Or you could buy one singular item, see if you like it and slowly build up a personal range- so nothing is wasted/unappreciated.
8. Lakrids By Burlow CHRISTMAS Advent Calendar
I had to include something chocolate based, and this would be a great calendar for someone that wants a more elevated experience.
I hope that this list has somewhat inspired you to do something different this Christmas season- to purchase something that you are guaranteed to love rather than a range of products that may not be quite right for you.
Bravo, Bravo, F*cking Bravo. Is Reality TV Art?
Whether reality TV qualifies as art is a matter of perspective and interpretation. Some argue that it can be considered a form of art due to its ability to reflect and comment on society, human behaviour, and culture. Reality TV often involves storytelling, cinematography, editing, and other elements traditionally associated with artistic expression.
You may not be a fan of reality TV and that’s fine. I won’t hold it against you. However, I am a part of Gen Z and it’s in my blood. Why is reality TV important? Should we still engage with it? For me it is an art form- it taught me a lot about storylines, clever editing, the power of a rumour, and how easily something can be taken out of context. It also allowed me to look at the lives and ‘reality’ of personalities or individuals that I had no business knowing about. But I loved it- and the addiction started. To preface, I don’t just watch reality TV. I am well watched, however, I will never deny it space.
Reality TV feels like it exploded in the 21st century, however, it is almost as old as television itself. One of the first reality shows was ‘Candid Camera’ which premiered in 1948 on the ABC Network. ‘Candid Camera’ was a hidden camera show and it was a driver for practical jokes, using two-way mirrors that surprised participants with outlandish images as well as fake phone calls.
The next great example of reality TV was ‘An American Family’ which was a documentary series that followed a Californian family in the early 1970’s and drew in millions of viewers weekly. This is what people refer to as the first example of classic reality TV. It was coveted for breaking down the stereotypes of the realities of upper-middle-class suburbia life. Over the seven months that they filmed the Loud family (the subject of the show), viewers saw the breakdown of the parent's marriage, the luxuries of having a pool and multiple houses, the complexity of having five teenage children, and how despite their good fortune the issues they were facing were relatable.
Lance, one of the Loud family members ‘came out’ in an episode of ‘An American Family’. This led to him being a prominent icon within the gay community and making waves within the music scene. Lance had an interesting encounter with one of the tougher parts of reality TV early on. He was vocal about how the editing of his character was intentionally bad, and that he was painted as an individual that was obnoxious and grating.
“The way they edited… They really make me seem obnoxious. And I really do get harder and harder to swallow during the entire series. Not that I’m so outrageous, just that I'm so dedicatedly stupid, yanno I really think I’m ‘Mr Cool’… They cut a lot of the friction and the dynamic and all that energy that really would reveal that I was not only a fat-ass opportunist, that this was merely a stage and I was going through it and that I would go on”.
‘An American Family’ also inspired a flurry of further reality TV docuseries. BBC’s 1974 ‘The Family’, SNL’s 1978 ‘The Loud Family’ skit, MTV’s ‘The Real World’, HBO’s drama film ‘Cinema Verite’ and much more. We also saw Jonathon Dayton, the co-director of ‘Little Miss Sunshine’, say that his film was inspired in part by ‘An American Family’.
It’s interesting to note that Lance Loud came across editing and character perception issues in one of the first reality TV shows that aired. Although this could be chalked up to him not being self-aware of how his personality was perceived outwardly, to have context removed in the editing process does do an injustice to a myriad of personal dynamics and issues. This is something that continues to be a large conversation in reality TV, and across social media platforms like Instagram and TikTok. It has become increasingly harder to interview people organically for a platform like TikTok due to the way that content can be edited and warped. You can end up looking quite unintelligent, and because public forums are involved, it can feel embarrassing. But, overall this also poses an interesting question, are you entitled to a good edit in reality TV? When you sign up for this sort of show format do you expect to be the outlier? If you can reap the benefit of exposure, potential brand deals and a fleeting touch of fame then maybe an unflattering edit is just something you deal with.
It wasn’t until the 1990s that we started to see characteristics of a format that feel familiar to what's used in reality TV today. Cameras entered houses, testimonial interviews were conducted, and casting decisions were made that drove conflict and intrigue. This specifically took place in MTV’s ‘The Real World’.
The format of reality TV further evolved to competition shows such as ‘Survivor’ (2000), ‘Big Brother’ (2000), and ‘American Idol’ (2002). This was a great format that allowed for viewers to feel invested in specific participants and provided the ability for your vote to help determine the overall outcome of the show.
You might be wondering… What reality TV shows have I watched?
Keeping Up With the Kardashians
Toddlers and Tiaras
Real Housewives of Beverly Hills, New York, Salt Lake City, Melbourne, Auckland, Sydney… the list goes on
The Below Deck franchise
Dance Moms
Vanderpump Rules
Clarksons Farm
The Traitors
Love Island
Ru Paul’s Drag Race
Buying Beverly Hills
Geordie Shore
Masterchef
America's Next Top Model
Come Dine With Me
Fear Factor
The Block
Project Runway
American Idol
The Great British Bake Off
Married at First Sight Australia (the only one worth watching)
Jury Duty (technically reality TV)
The Simple Life
Kitchen Nightmares
Chrisley Knows Best
Britain’s Got Talent
America’s Funniest Home Videos
Super Nanny
Grand Designs
Say Yes to the Dress
The list goes on. This leads us to the current reality TV conglomerate that exists. With streaming services such as Netflix, Hulu, Bravo, Hayu and Amazon Prime Video reality TV has diversified to cater to niche audiences and explore unconventional formats. This produced a range of reality shows, from docuseries to competition shows to dating shows, catering to various interests and demographics. We have been blessed with some extremely iconic pop culture moments thanks to reality TV. In 2023 we experienced Vanderpump Rules ‘Scandoval’, a cheating scandal that rocked ‘the world’. We saw an extreme betrayal of a nine-year relationship however the way it was edited felt like the most intense, satiric piece of television that belonged in a film. Not reality TV. Since then, the main victim of ‘Scandoval’, Ariana Madix, has finished third place on ABC’s Dancing with the Stars, released a cocktail book (which was a New York Times bestseller), made her Broadway theatre debut as Roxie Hart in the musical Chicago and has been announced as the new host for Love Island USA. This doesn’t even touch on her numerous brand deals with Uber, Lay’s, Bloomingdale’s, SoFi, Duracell, T-Mobile and Nutrafol.
Photos: Courtesy of Bravo / Illustration: Variety.
Another iconic reality TV moment that I think about at least once a week happened in ‘Celebrity Big Brother UK- Season 17’. On day 7 of the show, Angie Bowie found out that her ex-husband, David Bowie had passed away. Angie expressed her sadness to fellow co-star Tiffany Pollard. Unfortunately, all that Angie could say was that “David is dead”. This was misinterpreted as fellow Celebrity Big Brother housemate, David Gest (who was feeling under the weather) had died. This miscommunication is a very memorable moment, and with 4.4M views on YouTube, it seems others agree.
The Real Housewives Franchise is also one that has contributed to a lot of memorable pop culture moments. Not only did it contribute to the growth of supermodels Gigi and Bella Hadid it has provided numerous soundbites for social media platforms that stay iconic. The cast members in these shows realised early on, that they could do things on camera that would prevent that specific scene from being aired.
Denise Richards in a more recent season of The Real Housewives of Beverly Hills took it to a whole new level, however, it didn’t quite go in her favour. She had realised that you could break the flow of production if you said the word ‘Bravo’ when filming. The network, Bravo, was then unable to use said footage as it would break the fourth wall and ruin the viewer's experience. This only previously worked because even though the audience is aware they are watching TV, and know that the cast members are aware of the cameras we aren’t supposed to know how the inner workings of production can be manipulated.
To bring everything back to the question; is reality TV art? Film is art. To quote film theorist Rudolf Arnheim, “Film is an art because it allows for the representation of human emotions, experiences, and perceptions through a unique and powerful visual language.” A part of what other scholars have argued is that film is an art form due to a narrative structure which allows filmmakers to convey those emotions. Artistic expressions within filmmaking that further make it an art form are the use of colour, shadows, camera angles, sound and light. These are conscious decisions that contribute to the product's visual style and overall design. Whether reality TV qualifies as art is a matter of perspective and interpretation. Some argue that it can be considered a form of art due to its ability to reflect and comment on society, human behaviour, and culture. Reality TV often involves storytelling, cinematography, editing, and other elements traditionally associated with artistic expression. Additionally, the production of reality TV involves creative decisions and craftsmanship.
On the other hand, others may argue that reality TV prioritises entertainment and commercial interests over artistic expression. It often relies on sensationalism, manipulation, and scripted elements to attract viewership, which can detract from its artistic merit. Ultimately, whether reality TV is considered art may depend on individual opinions and definitions of art. Some reality TV shows may exhibit artistic qualities, while others may not. If you had to ask me, I believe it is art. And important.
Reflection of Society: Reality TV can serve as a mirror to society, showcasing how people interact, communicate, and navigate a variety of situations. It often reflects societal values, trends, and behaviours.
Entertainment: Reality TV can offer escapism and be a source of enjoyment, relaxation, and provide communal viewing experiences for audiences.
Representation: Reality TV can provide a platform to provide representation for underrepresented groups. If the production team chooses to feature a diverse cast of participants, they can provide visibility and amplify the voices of individuals who might otherwise not have a platform in mainstream media.
Cultural Influence: Reality TV has the power to shape cultural norms and influence popular culture. The personalities, catchphrases, and trends that emerge from reality shows often permeate into broader society, impacting fashion, language, and social behaviour.
Economic Impact: A lot goes into the production of reality TV. It contributes significantly to the entertainment industry’s economy. It provides employment opportunities for producers, cast members, crew members, and others involved in its production.
Social Commentary: Depending on the reality TV show they can delve into important social issues or tackle controversial topics. This can spark further conversations and raise awareness about issues.
Some great films have been influenced by the concept of reality TV. ‘The Truman Show’ (1998) starring Jim Carrey explores the concept of reality television in a fictionalised world. It’s an interesting thing to see played out in a film, especially now. Considering children are starring on reality TV, YouTube family channels and social media without the awareness of their overall visibility it feels more prevalent than ever. ‘Edtv’ (1999), ‘American Dreamz’ (2006), and ‘Series 7: The Contenders’ (2001) are just further examples of films that have been influenced or centred around the themes, tropes, and culture of reality TV. I can’t forget about ‘The Hunger Games Series’ (2012-2015). Within a dystopian society where young people are forced to fight to the death in a televised competition, we see a critique of reality TV, celebrity culture, political manipulation and how playing to the audience is critical for success.
So next time you hear yourself putting down ‘reality TV’ just take a second. You may not like the format, or the cast members, or a specific show but it’s hard to deny the impact it’s had on popular culture. It’s influenced movies, celebrities, and fashion, created sub-groups and given voices to ‘characters’ that may not have had an opportunity to previously be heard. You may still deny that it’s an art form and that’s ok. Art is subjective. Even if you are a staunch reality TV denier, you have 100% consumed it at one point in your life. I applaud that. Why wouldn’t you want to?