00:00 A TikTok fashion influencer, Matilda Jerf, is receiving backlash online after starting
00:06 her own clothing line.
00:07 Jerf went viral for her 90s-styled bombshell blowout haircut and the Scandinavian clean
00:12 girl aesthetic.
00:14 The TikToker launched her own clothing line, Jerf Avenue Boutique, and fellow TikTokers
00:19 are calling out her business for allegedly reporting users posting about dupes found
00:24 at cheaper prices.
00:25 "Jerf Avenue posted this to their Instagram page yesterday, I guess as a means of explaining
00:31 why people's honest reviews or posting dupes of products that Matilda and her brand have
00:38 posted, which is ironic given the fact that a lot of her brand is actually dupes of other
00:43 things that she's worn in the past made by different brands.
00:46 And it's sad to see that someone who used to post very frequently about designer dupes
00:50 that they were wearing is now doing this to other creators and deactivated their own account."
00:55 Jerf has since deactivated her TikTok account amid the controversy, and though the Jerf
01:00 Avenue brand has released statements, Jerf herself has not.
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