Swedish social media influencer and fashion brand founder Matilda Djerf has addressed allegations of bullying her staff following a damaging exposé.

Djerf has emerged as a prominent figure representing a particular aesthetic for young women, dominating Instagram and TikTok with the “clean girl” image. Renowned for her voluminous hair, radiant skin, and polished appearance, she has amassed over three million followers on Instagram. Her clothing brand, Djerf Avenue, which launched in 2019, reported approximately $35 million in revenue last year.

However, the 27-year-old’s Instagram has recently been inundated with criticism after Swedish news outlet Aftonbladet released a report detailing claims of widespread bullying and body-shaming at Djerf Avenue.

Anonymous sources alleged that some models were labeled as “fat,” while others were told they did not fit into certain jeans. Accusers expressed fear of Djerf, stating that she has favorites among her staff and can be intimidating when upset.

After several days of silence, Djerf issued an apology to those affected on Tuesday. She wrote on Instagram: “I wasn’t ready,” reflecting on her brand’s rapid expansion. “I had never led a team prior to this, I had never built a company prior to this, and under a lot of stress, high tempo and naivety I failed to be the leader and colleague I wish to be along the way. And for that, I am so, so sorry.”

“I wish my growth happened faster,” she added. “Moving forward, I’m committed and want to focus my all on becoming the best leader and colleague I can be. I’ll keep learning and working to ensure Djerf Avenue is a safe, inclusive space for everyone. I want to end by saying thank you to all of you who’ve had honest and transparent conversations with me over the past few days.”

Djerf also announced that new initiatives would be implemented to improve conditions at Djerf Avenue, including hiring a more experienced management team, conducting monthly anonymous surveys to “collect feedback and take action,” and bringing in an external psychologist to assess the workplace.

Despite her efforts, some members of the public have pledged to boycott Djerf Avenue, though the financial repercussions of the scandal remain unclear. Just this month, a 10-day pop-up store for Djerf Avenue in London saw long lines of shoppers eager to purchase essentials like oversized blazers, simple T-shirts, and high-waisted trousers.