01 The Brief
Analyze a fashion brand through the lens of diversity, equity, and inclusion. I chose Djerf Avenue, the Scandinavian label co-founded by Matilda Djerf, whose stated mission is a "safe, inclusive, and transparent" place to shop.
02 What I Covered
- Audience: Gen Z and young adult women, 18–24, across the US, Europe, and Australia, with demographics and psychographics
- Inclusion in practice: XXS–XXXL sizing, unretouched campaigns, diverse models in the 2023 Core Collection, and a public transparency page
- Distribution & product: direct-to-consumer in 115 countries, pop-ups in New York, London, and Stockholm, and European, small-batch production
- The gap: the 2024 allegations of a toxic workplace and fat-phobia, and what they mean for a brand built on inclusivity
- Pricing: why $80–$400 pieces make sense for this audience
03 The Takeaway
Inclusion has to be real inside a company, not just in its campaigns. The Djerf Avenue case shows how quickly customer trust can shift when the two don't match.
