Matilda Djerf is already a big name in the Scandi fashion industry. On March 27th – today! – the Swede, who herself inspires Hailey Bieber and Sofia Richie, is launching hair products with her label “Djerf Avenue”. She tells BRIGITTE in an interview why this was urgently needed and what “weird” trick she uses to achieve the perfect blowout.
“Hair so voluminous that it’s full of secrets” – that’s not just how “Mean Girls” character Gretchen Wiener would describe Matilda Djerf’s signature mane. The Swede is one of the first Instagrammers and is known for THE Scandi look, which three million fashion enthusiasts follow every day. If we scroll through her feed, we don’t know which image we should save first as an outfit or hair style template. But no one else can look as effortless as Matilda anyway? Wrong thought. The 26-year-old spoke to BRIGITTE about the upcoming launch of her new beauty products and, in addition to revealing the secret in her hair, also revealed the Scandi girls’ fashion must-haves.
Scandi girl and influencer Matilda Djerf in the BRIGITTE interview
You are known as a total fashion girl. What motivated you to conquer the beauty market now?
Fashion has always been my biggest passion, followed closely by hair. While I’m not the biggest makeup or skincare girl, my hair has always been the way I’ve been able to express myself. I’ve had the strangest hair colors! Red, pink… I’ve now found my signature color and the right style, but I was missing a favorite beauty brand. So I simply created them myself. I know that was a bit naive. But also super fun!
What does a product have to have so that you don’t miss anything?
All products at Djerf Avenue – whether fashion or beauty – are characterized by versatility. I hate it when I can only use something in one way (haha). Pieces like that don’t last long for me. There must be at least two uses, preferably even more.
Your voluminous 70s mane made you famous. What is your ultimate hair styling trick?
My biggest trick is really boring and a bit weird, but: don’t wash your hair too often. I wash my hair once or twice a week and that is key for me. Otherwise, my “Bouncy Blowout” isn’t as out of reach as everyone thinks! I use the Dyson Airwrap. Heat protection is also an absolute must. That’s why I immediately processed it into my own styling crap. I wanted to create a product where you don’t need to add anything extra to protect the hair while keeping it in shape.
That’s how the decision for styling crap came about?
Absolutely! Before, I always had to use two to three different products for the first one and also brush like crazy. I really didn’t feel like doing that anymore. With my “Breezy Styling Mist” and the “On The Go Styling Gel” I can create exactly the hairstyles that I wear most: blowout and sleek bun. And they last!
Don’t you need hairspray?
No. I have never used hairspray in my life. I don’t know why – but hairspray scares me (haha).
Speaking of “on the go”: What beauty items do you always have in your handbag?
I live in windy Stockholm. Nothing really works without my comb! All other women with bangs are lying. And lip gloss is the icing on the cake. When I wear a bun, I actually have my styling gel in my bag to tame baby hairs on the go. If these three things are not there, my day is not complete.
How long does your beauty routine at home last?
I’m pretty fast. I usually get ready in the office because I go to training in the morning and then drive straight to the office and take a shower there. I’ll get ready in about five minutes.
Just five minutes?
So as far as my makeup goes, yes (haha). A different timetable applies to skin and haircare.
You’re famous for your effortless Scandi style. Where do you get inspiration from?
I’m one of those people who gets inspired by literally everything. This may sound strange, but flowers, objects or old men on the street are also part of it. Today the latter was my inspiration. That means I decided on a shirt, sweater vest, blazer and loafers.
And then is there a mood board or do you type that into your phone?
I store everything in my head. I have like a little box in my head that is always open and wide to browse through. But to be honest, of course it’s not a hard drive! This is where the save function on Instagram comes in handy.
You love vintage. Do you have a piece that everyone should have in their closet?
There are so many options, but a vintage leather jacket is a great piece for any wardrobe. I have quite a few copies in my closet because they simply enhance every outfit. My tip when shopping: Don’t be afraid of the wrong sizes. I never look at it because what matters to me is that I like it. You can always adjust clothes that are too big.
Is there a fashion lesson you wish you had learned sooner?
To dress for myself! As a woman, you are constantly told what is trendy or what suits you – and what doesn’t. I should have chosen what I was comfortable with much earlier. When you feel good, you are confident. And that is what it is about.
Which piece of clothing gives you this comfort?
At the forefront is our “Forever” blazer and a black turtleneck sweater. Add a few beautiful accessories such as gold earrings and a belt and the feel-good outfit is perfect.
Matilda Djerf reveals the Scandi girls’ must-haves
Are these also pieces that all want-to-be Scandi girls need?
Definitely. And a shirt. This is also an absolute must-have for us Scandi girls. Especially now in spring we have to layer up so that it doesn’t get too cold and the best way to do that is with a shirt like this. Loafers a nice way to top it off. Chic and casual at the same time.
Even stars and it girls like Hailey Bieber and Sofia Richie love your content. Which women inspire you personally?
I am lucky to have such strong and inspiring people in my community who inspire me every day to be a better version of myself. I love Hailey too. She is such a lovely person and very down to earth. When it comes to fashion, my mom is definitely one of them: she always wears what she wants, no matter what others are wearing.
When you talk about the women in your life, it becomes clear: you love your job. Do you feel pressure to be creative and continue to turn your passion into a career?
For me it is a blessing to turn my work into a career. But the downside is that I barely manage to switch off. I’m constantly thinking about projects and developing new ideas; I don’t have any classic free time. I actually put too much pressure on myself.