All products featured on Allure are independently selected by our editors.
However, we may receive compensation from retailers and/or from purchases of products through links in this article.
We need to talk aboutMatilda Djerf’s hair.
Illustration by Channing Smith
And it’s partly Djerf’s doing.
But numbers don’t always correlate to influence.
Who Is Matilda Djerf?
Emi Jay x Djerf Ave
Djerf has only been on TikTok since January 2021 but she has been popular on Instagram since 2016.
Like many successful influencers, Djerf expanded outside of social media and blogging to designing.
In 2019, she launchedDjerf Avenue, a clothing line that sells minimalist basics in a range of neutrals.
One thing the line doesn’t have?
The collaboration, Goldmark tells me on a Zoom call, makes sense because of their overlapping fan base.
And if you miss that, the pair hinted at doing another collaboration in the future.
“It’s the time when our audiences and communities just thrive.”
“Our customers really love both brands together,” Goldmark says.
“They style them together all the time.”
They were inspired by Swedish Midsummer, which happened to coincide with the pop-up’s opening day.
“We love a matching ‘fit and hair situation,” Djerf continues.
“It makes it so easy for girls getting ready,” Goldmark adds.
This content can also be viewed on the site itoriginatesfrom.
Does she get tired of talking about her hair?
Her answer: no and no.
Djerf Avenue x Emi Jay
“Hair is such a fun thing.
So, I’m not tired of it.
Djerf is very serious about maintaining the look of her hair.
“It’s so worth it,” she says.
Of course, she didn’t see justanyone.
She saw Nine Zero One’sTauni Dawson, who works with the likes of Ashley Tisdale andJulianne Hough.
From the looks of it, she hasn’t done that at all.
Her style stands out as both effortless and polished at the same time.
I ask Djerf how she defines a “cool girl.”
This is going to work for years to come.'”
