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Chasing Matilda Djerf: Watchdog or Witch-hunt? - The Gryphon

Summary by The Gryphon

Slow mornings wrapped in a berry-print duvet and a perfectly coiffed blowout were the hallmarks of the Matilda Djerf starter pack. Kick-starting her career through fashion blogging in 2016, she quickly became the face of the ‘Scandi-girl aesthetic’. But in December 2024, cancel culture interrupted her upward trajectory—not just as a content creator but as the founder and creative director of Djerf Avenue. As a Scandinavian expat, I witnessed M…

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Chasing Matilda Djerf: Watchdog or Witch-hunt? - The Gryphon

Slow mornings wrapped in a berry-print duvet and a perfectly coiffed blowout were the hallmarks of the Matilda Djerf starter pack. Kick-starting her career through fashion blogging in 2016, she quickly became the face of the ‘Scandi-girl aesthetic’. But in December 2024, cancel culture interrupted her upward trajectory—not just as a content creator but as the founder and creative director of Djerf Avenue. As a Scandinavian expat, I witnessed M…

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The Gryphon broke the news in 4 days ago on Wednesday, February 19, 2025.

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