Matilda Djerf Scandal Rages On With “Next-Level” Fake Comments

The Matilda Djerf saga continues to unravel, and let’s just say, it’s juicier than a Rhode peptide lip treatment.

Previously the influencer made Forbes 30 Under 30 and even collaborated with Hailey Bieber’s aforementioned beauty brand. Now The poster child of the “clean girl aesthetic” has been facing bullying accusations that have put the Djerf brand—and her own reputation— under the microscope. But recently she’s been caught in another digital debacle: fake Instagram comments. Or should we say “next-level” fake comments.

If you’ve ever moodboarded Matilda Djerf on Pinterest (don’t lie, we’ve all been there), you’d know her for dreamy curtain bangs, aspirational Scandi vibes, and Djerf Avenue—her fashion brand that’s equal parts minimal and mind-bogglingly expensive. But the glossy facade started to crack when allegations of a toxic work environment surfaced.

Reports from Aftonbladet claimed that employees faced public berating, favouritism, and even body-shaming, with a notable instance involving Djerf’s alleged dissatisfaction with a plus-sized model—harsh words included. (Oh, and she supposedly had exclusive toilets.)

Faced with the backlash, Matilda took to Instagram with a heartfelt apology. “I wasn’t ready. I had never led a team prior to this… I failed to be the leader and colleague I wish to be along the way. And for that I am so, so sorry,” she confessed. It was an “I’m learning and growing” moment, but not everyone was ready to forgive and forget.

Enter the Instagram Comment Controversy

Weeks after the workplace scandal simmered down, Djerf made her Instagram comeback with low-key posts—probably hoping the drama had faded into the algorithm abyss. But then came her January 20th carousel post, and the internet’s eagle eyes glistened. It wasn’t the aesthetic (a typical Djerf vibe, mind you) that caught people’s attention; it was the suspicious 5,000 comments beneath it.

 

 

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A post shared by Matilda Djerf (@matildadjerf)

“NOT THE FAKE COMMENTS 😂” quipped one user, while another chimed in, “Are most comments bought? If it is, then this is next level…”

The issue? A comment section that looked  suspiciously like it was populated by bots. Most comments seemed to regurgitate the same praise—“this is next-level cool,” “this is next-level gorgeous,” or simply “this is next-level.” The repetition was glaring, and users were quick to point it out.

“Omg the fake comments look all the same 🤣,” one user summed up, while another joked, “Why does the comments look fake? Is there a bot or robot?” For Swedish followers, it was even more obvious. “Varför är alla kommentarer samma!???” read one—roughly translating to, “Why are all the comments the same!??”

The timing was also suspicious. While her earlier posts struggled to break 1,000 comments, this one surged past 5,000 two days after going live. Coincidence? The internet thinks not.

Fake Comments: The Influencer Economy’s Worst-Kept Secret

Fake comments and bot-generated engagement aren’t new in the influencer world. A 2019 study revealed that 10 million fake Instagram accounts existed in the UK alone. Social media strategist Alfie Green told the BBC at the time, “I actually think that number is really small. It’s probably far bigger in reality.”

The tech is disturbingly easy to access. A quick Google search reveals apps and services promising to boost your likes, comments, and followers faster than you can say ‘engagement.’ According to Kamala Bryant, a PR manager who scouts influencers, the problem is pervasive. She estimates that three out of ten influencers she encounters have fake followers or engagement. “A lot of normal users feel lied to,” Bryant told the BBC in the same article.

The curated perfection of influencer culture already feels like a digital Truman Show. Throw fake comments into the mix, and the illusion shatters even further.

The Bigger Picture: Can Authenticity Survive in the Influencer Age?

Matilda Djerf’s latest debacle isn’t just about fake comments; it’s a symptom of a broader issue. As influencers scramble to maintain relevance in a hyper-competitive space, authenticity often takes a back seat. But the internet, like karma, has a knack for catching up.

So what’s the takeaway here? For one, maybe we should all stop idolising the “perfect” influencers we see online. Beneath the curtain bangs and moodboard-worthy posts, they’re just people-sometimes problematic ones. And for influencers? The message is clear: fake it till you make it doesn’t fly when your audience is armed with screenshots and sarcasm.

Matilda’s latest troubles are a reminder that in the tech-driven influencer economy, transparency is the real “next-level.”