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
The iconic "Jeopardy!" champion has been hosting the show for many years now.
5 hours ago
The host remembered the times he was bullied as a young kid after hearing the chant.
9 hours ago
The greeting caught Steve Harvey by surprise, and he took several seconds to regain his composure.
12 hours ago
The nascent nature of the company prevented the sharks from investing in it.
2 days ago
Harvey seemed quite annoyed after the guest revealed her surprise and rightfully so.
3 days ago
Both Rick and his son Corey had a lot of luaghs while talking about this item for obvious reasons.
3 days ago
She was just happe to be with Drew Carey on stage, and perhaps did not expect such a big win.
3 days ago
The segment started with a couple of people entering the stage wearing cakes over their heads.
3 days ago
The valuation he asked for was as crazy as the outfit he wore, and the sharks said no.
3 days ago
The contestant's answer had no lewd intention but Steve Harvey made sure it did.
4 days ago
Fans of the gameshow are known to be vocal about their needs and this was just an example of that.
4 days ago
The guest stood firm at what he wanted and Harrison was forced to raise his low-ball offer.
4 days ago
The contestant was confident in his abilities and he steered his team to an impressive win.
4 days ago
The sharks could not believe what they had just witnessed but it sure was entertaining.
5 days ago
The guest said that she wanted $15,000 but had to settle for just a couple grand.
5 days ago
Fans of the show were shocked she was not able to get it right after coming so close.
5 days ago
Corcoran was confident that the entrepreneur would take her deal but that was not the case.
6 days ago
The host's expressions upon seeing the answers on the board were absolutely priceless.
6 days ago
The guest was a friend of the Harrisons and he turned out to be quite the negotiator.
6 days ago
The guest had an item that was presumably made in the pre-1800s era, which made it valuable.
7 days ago