It was a gray summer’s day, but on the first floor of a grand office block typically occupied by bankers and shipping brokers, Matilda Djerf was basking in the glory of Midsommar.

Ms. Djerf, a 25-year-old social media influencer who founded the fashion brand Djerf Avenue with her boyfriend, Rasmus Johansson, in 2019, has forged a fast-growing business empire on tantalizing glimpses of her soft-focus Scandi dream life — not to mention one of TikTok’s most emulated haircuts.

If you don't know Matilda, she should be on your radar. She commands a following of 2.6 million on Instagram and a million on TikTok on her personal accounts. She's the IT girl of our generation and millions of girls called themselves "Djerf Angels". I'm a fan of her brand and wanted to dive more into why everyone is so fascinated with Matilda.