Matilda Djerf, entrepreneur, content creator, and founder of the Swedish ready-to-wear fashion label, Djerf Avenue, hosted her brand’s first ever runway show at the Guggenheim Museum’s Peter B. Lewis Theater in New York on September 3rd. The show was a part of Djerf Avenue’s ‘Fifth Avenue Angels Event’, created to celebrate the brand’s successes and its community of dedicated customers and followers, the "Djerf Avenue Angels”, which have played a key role in the company’s journey.
The fashion show in New York is a true reflection of the brand’s focus on community and representation, with professional models replaced by Djerf Avenue’s followers. An open call to appear on the runway quickly received large volumes of applicants from all over the world. 22 individuals were then picked to model select styles from Djerf Avenue’s current collection and a number of unique pieces made from upcycled Djerf Avenue clothing.
The 300 guests were randomly chosen from tens of thousands of members of the global Djerf Avenue Angels community who applied to attend.
