Editor in chief Martina Bonnier on why our latest digital cover – featuring social media sensation Matilda Djerf – is not to be missed
In today’s digital age, we all know how fast internet trends, topics and viral moments move. They are fleeting, almost ephemeral, often disposable. Which is what makes digital icon and businesswoman Matilda Djerf so very fascinating. When it comes to Matilda, the internet is insatiable. Her appeal has only grown over the years and continues to do so – overcoming the internet’s lightning-quick attention span and ruthless ‘on to the next’ pattern. With her unbreakable hold on the internet – and the way she has become the personification of Scandinavian style for so many around the world – Matilda is a natural digital cover star.
As you will discover in our cover story, behind the digital mania and Pinterest fixations, is a simple, sweet-natured girl from the small Swedish town of Borås. Matilda’s rise – especially with the success of her own brand Djerf Avenue – is a unique one that really speaks to who she is as a person. It stems from her authenticity, the clarity that she has about what she wants from the world, and her drive to create a safe space – not only for herself, but her many followers and the many consumers of her popular fashion brand.
With her unbreakable hold on the internet – and the way she has become the personification of Scandinavian style for so many around the world – Matilda is a natural digital cover star
Striped woven sweater, €410. Séfr. Faux leather dress, €1,290. Stella McCartney. Faux fur boots, €355. Stand Studio. Photo: Sara Bille
And as we enter into the new realms and possibilities of AI, there’s even more allure in Matilda’s authenticity and realness. The way she brings a human touch to everything she does in a time when a sense of reality in the digital universe can be elusive thing.
Above all else, there’s the way in which Matilda has become something of a blueprint for a particular kind of Scandinavian style and beauty. Her blonde blow-out mane of hair has launched countless Pinterest boards, while the ‘girl next door’ sense of natural ease that she brings to dressing has truly resonated with the masses. So, of course, here we have reinvented Matilda from head to toe – taking her out to her beloved archipelago setting with a dreamy Swedish kind of ‘70s styling in mind – complete with clogs and bleached brows.
With this cover moment, Vogue Scandinavia presents Matilda Djerf and her story in an entirely new light, and it’s bound to have the internet more enchanted and entranced with her than ever before.