The moment, icon, and legend Matilda Djerf  has taken over the fashion realm once again. 

Who Is She?

The 25-year-old Swedish influencer, designer, and trendsetter, known as Matilda Djerf has played one of the most influential roles in the fashion and lifestyle industry since 2016. Matilda enjoys the simple life of spending time with her boyfriend and dog Rufus while creating content. If you're interested in elevating your closet with minimal and chic looks, the inspiration you're looking for is Matilda.You might be familiar with her bouncy blowout hair, minimalistic chic European style, and her effortless Instagram posts. Djerf began by posting vlogs about her life as a model, and since then has amassed 2.7 million followers on Instagram and over 1 million followers on TikTok. Djerf creates content based around her aesthetic lifestyle where she gives beauty tips, shows closet staples, and showcases her adorable dog Rufus. Her most popular videos are of her styling her hair; Matilda’s hair type is the new “It Girl” hairstyle with her blonde soft highlights and thick curls. A simple video of her doing her hair in the bathroom reached over 2 million views using her Dyson airwrap and an Emi Jay claw clip. But what makes her different from others with a platform? It could be her way of making any piece of simple clothing transform into a cohesive look, or it could be her meticulous maintenance of a correlative feed. Djerf’s instagram consists of candid photos of her in the streets of Sweden, reading a book in her bed, and photos living the European summer dream. 

What’s The Buzz On The Blowout?

Now, we need to talk about her hair some more. The Matilda Djerf hair is the new “The Rachel'' haircut of the 21st century and has all of us in a chokehold. Djerf’s hair is a big part of her image on social media and has taken over Pinterest; references of her bangs since she cut them in 2017 are what propelled this curtain bang trend. She often styles it with either hair rollers or the Dyson airwrap tool, which leaves it bouncy and voluminous. Even her hair in a ponytail and claw clip looks stylish! So, why is one woman's head of hair the rave? Matilda doesn’t even know herself. As a consumer of social media, I would say that her hair is one of many reasons the Dyson airwrap, in addition to velcro hair rollers used by 90s sitcom actresses, have become widespread. As an ally of Ms. Djerf, I want her hair as bad as everyone else. Those who get it get it, the girls who don’t, just don’t. Djerf is always giving tips and tricks on how to achieve her look. Now, you can find hundreds of videos of how to get the Matilda Djerf look on YouTube, TikTok, and Instagram. It wouldn’t be a surprise if girls started walking out of hair salons, all rocking “The Matilda” in the next couple of years.

Djerf’s Style and Million Dollar Clothing Line

If you have ever wondered where the sudden rise of casual corporate fashion came from, you can thank Ms. Djerf. Her style is both feminine and masculine; she pairs oversized blazers and pants with vintage Prada heels. Another common outfit to the fashionista would be a colorful dress with some New Balance sneakers. She loves to collect versatile and timeless pieces that will never go out of style. In 2019, business partner Rasmus Johansson and Matilda launched a multi-million dollar clothing line, Djerf Avenue. It seems predictable for a celebrity or influencer to create their brand in today's world, ranging from skincare to makeup lines and even clothing partnerships with high fashion names. We have seen the Kardashians make every product in the fashion, beauty, and skincare industries. But is this only because of the amount of money and endless opportunities they have endured over the past decade? On the contrary, Djerf has designed her own “It-Girl Brand.” The line consists of neutral basics for both women and men; she launched a summer collection of tube tops, swimwear, and beach towels this summer. Djerf Avenue uses organic natural materials or recycled fabrics because she aims to focus her brand on sustainability. What more could we want from Matilda –  she knows the ways! Due to her,  simplistic pieces such as miniskirts, blazers, oversized linen pants, and button-downs are now the new “It Girl'' wardrobe staples from coast to coast. 

Why We’re So Obsessed

We know that there are thousands of other influencers with equally, if not larger platforms as Matilda Djerf. For example, TikTok has Charli D’Amelio and Youtube has Emma Chamberlain. But, the social media platform where Matilda takes the crown is Instagram. Matilda has been making content for years without the attempt to make a name for herself – her fanbase just came naturally! Her goal of being an influencer and designer is to be involved in sponsorships and collaborations that align with her values and passions. In the years she has been an influencer, she has done a couple of partnerships with brands she actually uses, differentiating herself from the pack. In August, she was featured in The New York Times, where she discussed her clothing brand and rise to fame in the industry. Djerf does not often place herself in the spotlight, but uses this feature to discuss Djerf Avenue. As her platform continues to grow, the future of fashion, beauty, and lifestyle of Matilda Djerf will continue to be iconic.

Written by Camryn Bacon, Photography: Emma Trueba, Graphic Design: Morgan Tran, Social Media: Sahithi Vemuri