I am obsessed with the Djerf Avenue Djerfmas 2024. I think that it is soo Matilda and I actually think it represents the Scandinavian style. I think when people hear the words or the phrase Scandinavian style they tend to think of minimal and contemporary trends of fashion. However, the true nature of the Scandinavian style (whether that be architecture, fashion or beauty) was a move to shift from the overcluttered nature of style in the 1930’s to a more striped back and intentional tone. So that doesn’t mean basic or bland, rather intentional, sophisticated and open.

So for Djerfmas 2024, I think Matilda blends the roots of the traditional Scandinavian style with the contemporary tone in the fashion industry we see today. The perfect combination of the bubble gum pink and ‘christmas’ candy cane red styled with the luxurious silk. It’s all in the small details, like the ruching of the curtains and the beautiful fabric edges on the pillows that feels very traditional and vintage almost. If you close your eyes and imagine it in the classic Christmas colours red, green and white it fits perfectly. So the pink, white and candy cane red is like a burst of modern style. From the set dressing to the collection items to Matilda’s iconic bouncy curls it is such a beautiful, fun and romantic campaign. It’s everything the girlies want for Christmas and more.

While she only added a few extra items to the Djerf Avenue clothing bank, the items (such as the Go slow items in the new colour-ways Candy Cane and Burgundy) again were intentional; a little bit of festive pieces and a range of everyday functional pieces. The words excess and Djerf Avenue are not synonymous. One of the things I have come to love and appreciate about Matilda Djerf and the whole creative team at Djerf Avenue is how intentional and conscious they are with their creative design. For the 2023 holiday season they did a campaign in collaboration with the iconic Sofia Richie Grainge. And while the Sofia Richie Grainge aesthetic was heavily trending at the time, if they had merely wanted to capitalise on it they could have done a seasonal collection with her. Maybe a fall/winter collection. But their decision to do a pyjama and loungewear collection was very intentional. Take their campaign for example, it was shot in her home giving a very organic feel (not over-posed or editorial). The collection’s vibes were cutesy, cozy, friends together and all the sweetness of girlhood and womanhood during the holiday season. From the sentiments echoed all over social media the angels (Djerf Avenue community) loved the campaign, it felt like something they could have and share with their own friends and loved ones. It was the perfect collaboration for them, special yet also functional and rewearable (the very ethos of Djerf Avenue).

So, suffice to say the Djerfmas collections at Djerf Avenue are truly becoming one of my favourite brand campaigns. I admire their continued pursuit of authenticity while connecting to the community and the world around them. If you haven’t already be sure to check out Djerf Avenue and the Djerfmas campaign for yourself.

~Kenia Kiah x