Swedish Influencer Matilda Djerf Debuts Pop-up Hair Salon With Products That Recreate Her TikTok-famous Tresses

For one week only, Scandinavian “It” girl Matilda Djerf is bringing a bit of her native Sweden to the Big Apple. Her clothing, home — and now beauty — brand, Djerf Avenue, is staging its second New York City pop-up at 21 Greene Street. Following a successful four-day pop-up in SoHo last summer, Djerf Avenue’s new temporary location is bigger and better than the last: Shoppers can try on Matilda Djerf’s clothes, sip from her favorite chrome coffee cups and get her trademark coif. Djerf Avenue Beauty’s New York pop-up. “I wanted people to feel like they’re coming home to us,” Djerf told WWD. Since founding her namesake label in 2019, Djerf’s product range has ventured beyond apparel, into home decor and now hair care. The first Djerf Avenue Beauty drop, out now, includes two styling products intended to recreate Djerf’s bouncy waves. The influencer’s tresses have long been the subject of TikTok buzz: one search for “Matilda Djerf hair” yields countless videos and millions of views. Djerf Avenue’s expanded pop-up space features a full salon decked out with Dyson appliances (Djerf frequently champions their viral Air Wrap) and trendy Scandi furnishings straight from her own Stockholm abode. Plush velvet couches and boucle armchairs, courtesy

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