If you’re at all familiar with the style scene, Matilda Djerf is a name you’ve likely come across. She’s the epitome of Scandi cool, a trendsetting entrepreneur, and the creative force behind Swedish fashion brand Djerf Avenue. With a dizzying following across Instagram and TikTok, Matilda has become the go-to fashion influencer, winning hearts with her impeccable fashion sense and that luscious, bouncy blow-dry that’s become her signature.

While her fashion choices and curated feed command admiration, it’s her hair that’s garnering the most attention. Those voluminous locks, layered in layers that resemble butterfly wings, have spawned a new trend—the butterfly hairstyle—that’s winning hearts everywhere.

Let's take a look at what makes this style so popular!

Matilda’s hair sports a gorgeous sandy, honey blonde hue that’s a year-round sun-kissed dream. “I have very Scandinavian hair, so it gets darker in the winter and then it gets super, super bleached by the sun [in the summer]. So I thought, ‘Okay, well, I don’t look like myself. I need to do something.’ So I started baby-highlighting again,” says Matilda. Baby-highlighting is a natural-looking highlighting technique that seamlessly blends shades and maintains a sun-kissed look all year round, with deeper roots that fade to lighter ends and no harsh regrowth line.