ECONOMY & WORK
MONEY 101
NEWS
PERSONAL FINANCE
NET WORTH
About Us Contact Us Privacy Policy Terms of Use DMCA Opt-out of personalized ads
© Copyright 2023 Market Realist. Market Realist is a registered trademark. All Rights Reserved. People may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.
MARKETREALIST.COM / ECONOMY & WORK

TikTok Users Share Opinions on Influencer's Copyright Actions, Igniting Fashion Industry Debate

TikTok sensation Matilda Djerf has found herself in the midst of a controversy.
PUBLISHED JAN 30, 2024
Cover Image Source: Matilda Djerf | Pexels
Cover Image Source: Matilda Djerf | Pexels

Sometimes, individuals expressing their preferences and choices, particularly within the fashion community spark discussions that can cause legal issues for brands. A recent incident involving influencer Matilda Djerf on TikTok ignited a debate among her followers when she initiated copyright strikes against small creators endorsing alternative and budget-friendly products akin to her clothing line. Specifically, Djerf instructed her team to reach out to the platform administrators, urging them to take down videos promoting "dupes," particularly those mimicking her brand's distinctive fruit print pajamas.


 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by DJERF AVENUE (@djerfavenue)


 

Djerf, a renowned Swedish fashion influencer celebrated for her aesthetic and minimalist style, boasts an impressive following of 3.1 million on Instagram. The growing admiration for her fashion sensibilities culminated in the establishment of her clothing line, "Djerf Avenue," in 2019. This venture allowed her audience to embrace ready-to-wear clothing characterized by both aesthetics and comfort.

Her business endeavors expanded to include a range of homeware products, including beddings, robes, towels, sleeping masks, mittens, and kitchen organizers. She aspired to not only share her lifestyle journey but also provide her fans with direct access to her curated offerings through her website. The influencer's endearing fashion sense, coupled with her cozy posts on Instagram, resonated deeply with her audience.


 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by DJERF AVENUE (@djerfavenue)


 

However, a sudden controversy stirred up a backlash against Djerf and her brand. The discord arose when she issued copyright strikes against smaller content creators on TikTok who, in their videos, suggested more affordable alternatives instead of purchasing her branded fruit-print pajamas. Djerf's reaction to this, involving an assertive approach of requesting TikTok to remove the fashion dupe videos, left the content creators dissatisfied and feeling their privacy had been violated.

Instead of reaching out to the third-party sellers, Djerf's copyright enforcement targeted individual accounts, further fueling discontent among followers. This incident prompted a backlash, with followers questioning the viability of such actions. The hashtag #djerfavenuedrama gained traction, accumulating 1.5 million views as social media users expressed their opinions on the matter.

As a prominent figure on TikTok, Djerf has a dedicated fanbase, with some fans defending her actions, asserting that she was merely safeguarding her designs and had the right to do so. However, others questioned the feasibility of enforcing trademark claims in the fashion industry, even for significant brands, raising concerns about the legitimacy of her actions.


 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by MATILDA DJERF (@matildadjerf)


 

The conflict further unfolded when a lesser-known clothing brand accused Djerf Avenue of replicating their designs. Numerous other creators joined in, claiming that the brand had plagiarized their designs and concepts without giving proper credit. Faced with these accusations, the influencer opted to deactivate her TikTok account. In her apology, she expressed unawareness of the situation and pledged to take the allegations of plagiarism seriously.

However, the fallout had already occurred, and disappointed social media users initiated calls for a boycott of her fashion label. This incident has sparked a broader discussion on how the fashion industry treats small creators, emphasizing the immediate need for transparency and accountability. It underscores the considerable power and influence social media influencers hold and more importantly, the impact their actions can have on both their followers and the brands they endorse.

MORE ON MARKET REALIST
When the bill came, the group of four was shocked and their reactions were captured in a TikTok video which now has over 8.8 million views.
9 hours ago
Parcells wrote the checks worth millions and never even asked the players to pay the money back.
14 hours ago
The way he lived and his chosen career path never gave anything away about his investments.
20 hours ago
She also recommended taking time before responding to messages to gauge the person's real intentions.
1 day ago
The revolutionary new ad-tech startup STIC has officially launched, enabling everyday drivers to turn their vehicles into rolling billboards and earn extra income with each mile.
2 days ago
Apart from the discounts, Walmart also announced changes to delivery timings and updates on an AI assistant.
5 days ago
People will receive a share of the massive settlement based on the number of bars that they bought between the given dates.
5 days ago
The expert that Harrison consulted gave valuations that were closer to what the seller was asking for.
5 days ago
O'Leary's comments are backed by data showing how a vast majority of Americans need coffee to kick-start their day.
6 days ago
The man's wife refused to believe him since she was used to him playing pranks on her.
Oct 29, 2024
When told that his profit margins were low, the innovator said that he was selling the product to farmers.
Oct 29, 2024
The overlay text of the video reads, "Pov: you and your boyfriend accidentally make 20k+ profit reselling SALT on Amazon."
Oct 29, 2024
Although he does plan to take some me time, Richer has no intentions of retiring anytime soon even at 60.
Oct 28, 2024
While Rubush had guessed the word within 10 seconds, the 4-5 second pause she took before saying "WORD" cost her dearly.
Oct 28, 2024
Although the co-founder did walk away with an investment, O'Leary had some harsh words for him.
Oct 27, 2024
The woman says that she went to the store and was treated dismissively by the staff.
Oct 27, 2024
The woman tested the limits of the retail club's return policy and came out successful.
Oct 27, 2024
The crypto expert held thousands of Bitcoins and was among the first ones to advocate cryptocurrencies.
Oct 26, 2024
The expert asked the seller to explain the story behind the memorabilia before making a rare decision.
Oct 25, 2024
His girlfriend grew concerned about the amount of money he was spending.
Oct 25, 2024