We need to talk about Matilda Djerf‘s hair. Not since Mary-Kate and Ashley Olsen made boho waves cool in the early 2000s has one hairstyle had such a chokehold on beauty lovers. The Swedish model, designer, and influencer’s full, bouncy blonde waves are all over Pinterest, almost single-handedly moving the beach wave trend aside in favor of voluminous blowouts with Farrah Fawcett bangs. We collectively went from not wanting to look too “done” to looking like we spent hours perfecting our hair. And it’s partly Djerf’s doing.
With just under a million followers on TikTok and 2.4 million on Instagram, Djerf actually has fewer than most of the big beauty and fashion influencers. But numbers don’t always correlate to influence. Search her name on TikTok and you’ll find thousands of videos of women and girls trying to get the Matilda Djerf look, along with a sound from the film Mean Girls: “I saw Cady Heron wearing army pants and flip flops, so I bought army pants and flip flops.” You’ll also see ones captioned “POV: you want her hair” or “the feminine urge to be obsessed with Matilda Djerf.” I’ve even heard on the DL that Djerf helped fuel sales of the ultra-popular Dyson Airwrap, a tool that she uses on her own hair to get those signature big, bouncy curls — though that’s just, of course a rumor.
Who Is Matilda Djerf?
Djerf has only been on TikTok since January 2021 but she has been popular on Instagram since 2016. She quickly grew a following of Gen Z and millennial women who follow her every move and copy her masculine-meets-feminine style. Like many successful influencers, Djerf expanded outside of social media and blogging to designing. In 2019, she launched Djerf Avenue, a clothing line that sells minimalist basics in a range of neutrals. Her oversized blazers, workwear pants, mini skirts, and menswear-style button-downs are now the wardrobe of It girls in New York City and Los Angeles. One thing the line doesn’t have? Hair accessories. It is for that reason Djerf teamed up with Emi Jay (the brand that makes those acetate claw clips you see everywhere) founder Julianne Goldmark on a limited-edition clothing and accessories collab: Djerf Avenue x Emi Jay.
The collaboration, Goldmark tells me on a Zoom call, makes sense because of their overlapping fan base. The line includes claw clips, a headband, hair pins, a Y2K-style tube dress, sweatshirt, tote bag, and candle in a light blue-and-pink floral pattern. While you’re at the pop-up, you can also pick up Djerf Avenue’s best-selling Breezy Shirt and Shorts, Forever Blazer, and Favorite Pants. While many items from the Djerf Avenue x Emi Jay collab were only available in person at the pop-up, the good news is that there are select pieces you can nab online. And if you miss that, the pair hinted at doing another collaboration in the future.