DJERF AVENUE’S CORE VALUES AS A BRAND:
For us, sustainability is the number one aspect to have in mind when working with fashion and garment production. We always want to do our best to make our products as sustainable as possible”
“We want to create garments with a timeless design that will never go out of style, in high-quality fabrics that are durable and easily maintained, and as kind as possible to our planet.”
- Taken from the Djerf Avenue online website under ‘about us’.
‘’Djerf Avenue was created in 2019. The name came to us when we were having breakfast at All Time in Los Feliz, LA. We want you to feel like you’re walking down an avenue that breathes Djerf Avenue when you enter our world’’
- Taken from Djerfavenue.com –
Matilda Djerf
All images taken from campaign shoots from djerfavenue com
Inside the issue, they talk about new drops, extra information on products and general positive affirmations.
Reference : Poppy designs .
As a brand their advertisement projects simplicity and directivity, as they communicate through simple relevant pop-up ads for example like these.
Djerf Avenue posters, communicating styling ideas.
‘”A breezy summer for me represents letting myself just be. Letting the small moments in life take over”. - Matilda Djerf.
Focusing on Djerf Avenue’s ‘My breezy summer’ campaign, and how it resonates with me
All pictures taken from DjerfAvenue com
“
Newly brewed coffee in the morning Berries with milk and sugar while the sun is beaming.
Heating up on the sundrenched cliffs after a dip in the blue water
Walking around in my Breezy set from morning to night Fresh flowers on the table. Baking every kind of cake from my little book of recipes.
Sleeping in. Watching nature bloom Slow mornings. Slow evenings Letting the small moments in life become the big moments”
- Matilda DjerfThis campaign resonates with me as the campaign illustrates a simplicity, versatility and sustainability aesthetic, but all from the comfort of your own home
This campaign resonated with me by communicating a comforting simple environment through the images from this campaign. They are captured in home, expressing that admirable comfort chic everyone is after in the years following 2020.
Djerf Avenues social media during the campaign drop – taken from Djerf Avenue’s Instagram 2021
Across the ‘ My breezy summer’ campaign, it can be seen their message throughout is the idea of sustainability. During the campaign it is communicated to be versatile and re-wearable.
As a brand Djerf Avenue embodied this idea and created a specific ‘re sell’ page to enforce that sustainability idea. Within this page they are communicating relationships with their consumers as they allow them to engage and interact with other customers by re-selling their old or used products that they don’t want anymore
“We collect all our claimed and faulty items for either re-make projects or for re-sell availability. We never throw away or destroy any items”. – Djerf Avenue
S U S T A I N A B I L I T Y
Djerf Avenue’s main message as a brand; sustainability
All pictures taken from DjerfAvenue com
With Djerf Avenue being close with their consumer community, it allows the consumers to feel part of their team, as they provide other influencer with styling ideas
Communicating ideas and inspirations.
Styling ideas created by customers
@rose bh on TikTok
@kajaisdahl on TikTok
@lizevanderbug on TikTok
Thumbnail taken from @rachspeed on YouTube
Campaign communicated through social media.
As a brand they portray their image to produce not just sustainable products but also quality, versatile garments. To emphasize the
By Djerf creating this styling page, it allows customers to feel a sense of community and involvement as creators can advertise their looks on the styled page too
Posters in relation to the campaign - all advertisement taken from @djerfavenue
The ‘Breezy Summer campaign being communicated through Djerf Avenue’s Instagram
To communicate their collection, they added an Instagram highlight reel for the campaign to display the message of community , by allowing other ‘creators’ to showcase their media’s and looks in a campaign
Styled by @ laviedeteresa
Styled by @kaja isdagl
Styled by @pennyyparnevik
Styled by @amandadjerf
Styled by @aizenberg