Making Matilda Djerf a Household Name

The Swedish influencer is building a multimillion-dollar lifestyle empire catering to the TikTok generation.

STOCKHOLM — It was a gray summer’s day, but on the first floor of a grand office block typically occupied by bankers and shipping brokers, Matilda Djerf was basking in the glory of Midsommar.

Ms. Djerf, a 25-year-old social media influencer who founded the fashion brand Djerf Avenue with her boyfriend, Rasmus Johansson, in 2019, has forged a fast-growing business empire on tantalizing glimpses of her soft-focus Scandi dream life — not to mention one of TikTok’s most emulated haircuts. But last month, while in her immaculate headquarters, all whitewashed walls and blond floors, there wasn’t a

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