Giulia Carrozzo, 20, from Germany, received an order from Djerf Avenue the day before the allegations emerged. She said she would be sending it back in light of the report.

“Djerf Avenue has always marketed itself as a body-positive, inclusive and empowering brand, so hearing allegations of body-shaming and a toxic work environment felt like a complete betrayal of the values they claim to uphold,” she said.

“I knew immediately that this wasn’t something I could support.”

Matilda Djerf, who started her online career in 2016, was recognised for her work within retail and e-commerce on the Forbes 30 under 30 list in 2023.

Giulia said: “To me, supporting a brand led by a woman felt like celebrating progress and uplifting women in business. However, these allegations… directly contradict those values.

“I can’t justify supporting a brand that doesn’t practise the values it promotes. Until there’s real accountability and change, I won’t be purchasing from them.”