How Matilda Djerf Built Djerf Avenue Into a Global Fashion Brand

From becoming one of the internet’s most recognizable style icons to building a global fashion brand, Matilda Djerf has turned her personal aesthetic into something much bigger. This week on *The Inside Edit*, Maeve Reilly sits down with the founder of Djerf Avenue to talk about the journey from sharing outfits online in Sweden to opening her brand’s first permanent store at 25 Bond Street in New York City. Matilda opens up about launching Djerf Avenue with her fiancé, Rasmus, bootstrapping the business, packing their own orders, and learning every aspect of running a company from the ground up. She shares why listening to her community has shaped the brand, how she balances creative instinct with business decisions, and why having millions of followers doesn't automatically translate into sales. Plus, she takes us behind the scenes of her collaboration with Hailey Bieber and Rhode, including the unexpected DM that started it all. Beyond the business, Matilda gets personal about protecting her privacy, navigating the pressures of growing up online, planning her wedding, and learning to prioritize herself while leading a company. She also shares why she chose to speak publicly about her ectopic pregnancy, opening up an important conversation with Maeve about fertility, women's health, and the power of sharing difficult experiences. From the early days of Djerf Avenue to an exciting new chapter for the brand, this episode is an inside look at the woman behind the aesthetic a