We have to speak about Matilda Djerf‘s hair. Not since Mary-Kate and Ashley Olsen made boho waves cool within the early 2000s has one coiffure had such a chokehold on magnificence lovers. The Swedish mannequin, designer, and influencer’s full, bouncy blonde waves are throughout Pinterest, virtually single-handedly transferring the seashore wave pattern apart in favor of voluminous blowouts with Farrah Fawcett bangs. We collectively went from not desirous to look too “performed” to wanting like we spent hours perfecting our hair. And it is partly Djerf’s doing.
With slightly below 1,000,000 followers on TikTok and a couple of.4 million on Instagram, Djerf truly has fewer than a lot of the large magnificence and trend influencers. However numbers do not all the time correlate to affect. Search her identify on TikTok and you will find hundreds of movies of girls and women attempting to get the Matilda Djerf look, together with a sound from the movie Imply Women: “I noticed Cady Heron sporting military pants and flip flops, so I purchased military pants and flip flops.” You may additionally see ones captioned “POV: you need her hair” or “the female urge to be obsessive about Matilda Djerf.” I’ve even heard on the DL that Djerf helped gasoline gross sales of the ultra-popular Dyson Airwrap, a software that she makes use of on her personal hair to get these signature large, bouncy curls — although that is simply, in fact a rumor.
Who Is Matilda Djerf?
Djerf has solely been on TikTok since January 2021 however she has been widespread on Instagram since 2016. She shortly grew a following of Gen Z and millennial ladies who observe her each transfer and duplicate her masculine-meets-feminine type. Like many profitable influencers, Djerf expanded outdoors of social media and running a blog to designing. In 2019, she launched Djerf Avenue, a clothes line that sells minimalist fundamentals in a variety of neutrals. Her outsized blazers, workwear pants, mini skirts, and menswear-style button-downs at the moment are the wardrobe of It women in New York Metropolis and Los Angeles. One factor the road would not have? Hair equipment. It’s for that motive Djerf teamed up with Emi Jay (the model that makes these acetate claw clips you see all over the place) founder Julianne Goldmark on a limited-edition clothes and niknaks collab: Djerf Avenue x Emi Jay.
The collaboration, Goldmark tells me on a Zoom name, is sensible due to their overlapping fan base. The road contains claw clips, a scarf, hair pins, a Y2K-style tube gown, sweatshirt, tote bag, and candle in a lightweight blue-and-pink floral sample. Whilst you’re on the pop-up, you can too decide up Djerf Avenue’s best-selling Breezy Shirt and Shorts, Without end Blazer, and Favourite Pants. Whereas many objects from the Djerf Avenue x Emi Jay collab have been solely accessible in particular person on the pop-up, the excellent news is that there are choose items you’ll be able to nab on-line. And when you miss that, the pair hinted at doing one other collaboration sooner or later.
