‘Hypocritical’: Matilda Djerf deactivates TikTok account after calling out brand dupes

A European “It” girl has deactivated her TikTok amid accusations the team behind her fashion label is targeting small creators.

European “It” girl Matilda Djerf has “disappeared” suddenly from TikTok amid accusations the team behind her fashion label is targeting small creators on the platform.

The 26-year-old has amassed a following of over three million on Instagram and a million more on TikTok – a popularity that’s parlayed into the success of her brand, Djerf Avenue, since its launch in 2019.

The New York Times last year reported the company expected sales revenues of $22 million in 2022, with Djerf telling the publication, “We try to be more than a fashion brand. We are just as focused on building a community.”

It’s somewhat ironic that fans are alleging Djerf Avenue has turned on its so-called “community”, reporting TikTok content creators who have shared “dupes” of its products for copyright infringement to have their videos taken down.

Dupes – typically shared by influencers as a means for their followers to access products that are borderline the same, but usually sell at a more affordable price – aren’t a new thing, especially not on TikTok. Djerf herself, in her formative years on the internet, often promoted many items that imitated more expensive brands.

A European 'It' girl has deactivated her TikTok amid accusations the team behind her fashion label is targeting small creators. Picture: Instagram

A set of floral and fruit-printed pyjamas that Amazon have imitated seem to be of particular contention. Picture: Instagram

One Djerf Avenue item – a set of floral and fruit-printed pyjamas that Amazon have imitated – seem to be of particular contention.

“So, I just woke up to this, which is a trademark warning from Matilda Djerf,” TikTok user @sumarslays, whose real name is Aliya, said in one clip, speaking against a green screen of a warning from the platform.

TikTok user @sumarslays alleged two of her videos were reported by Djerf’s team. Picture: Instagram

“In [the reported] video, non-stop, all I could talk about was how [the Amazon pyjama set] wasn’t an alternative. I love the Djerf pyjamas, and basically the Amazon ones aren’t worth it.

“What do we think? Am I wrong? Like, if I am, someone tell me but I’m just like, what the f**k.”

Aliya also alleged another of her videos – in which she recreated one of Djerf’s street style looks – was also reported by the influencer’s team.

Another TikTok user said she was “annihilated” by Djerf’s fans after posting about her own experience with her intellectual property team.

Critics on TikTok accused Djerf of having ‘too much time on your hands’. Picture: Instagram

Another creator said she was ‘annihilated’ by Djerf’s fans after sharing her own experience. Picture: Instagram

Following the allegations, Djerf Avenue posted a statement to its own TikTok and Instagram Stories, claiming there had been a “recent surge in websites selling products with our copyrighted prints and owned prints/artworks (e.g. the summer berries and fruit print)”.

“Our hand-drawn prints are copyrighted under the company Matildadjerf design AM.

“Any types of videos/content with our prints that are used on non Djerf Avenue items, such as ‘dupes’, will automatically be reported due to copyright infringement by our IP firm and is consistently removed by content platforms in accordance with their infringement policies.”

Djerf, meanwhile, is yet to comment on the matter specifically – but has deactivated her personal TikTok account – prompting a number of users to question why she had “disappeared” and accusing her of having “too much time on your hands”.

Djerf has deactivated her personal TikTok account. Picture: Instagram

@thejackieaccount pointed out ‘a lot of [Djerf’s] brand is actually dupes’. Picture: Instagram

Social media users have also accused Djerf Avenue of being “hypocritical” – given, as TikTok user @thejackieaccount pointed out, “a lot of her brand is actually dupes of other things that she’s worn in the past [from other designers]”.

“It’s sad to see that someone who used to post very frequently about the designer dupes that they were wearing is now doing this to other creators, and deactivated their own account,” she said in a video.

“It [also] doesn’t violate a copyright because she doesn’t have a copyright on her designs.”

Viewers agreed, with one commenting: “Like, miss girl, you brand is literally dupes from your favourite clothes from other brands.”

“I don’t think she can really report ‘dupes’ over basic white tshirts … and jeans??” a second wrote.