she was the sweetest person ever. >> i think i came across her djerf avenue first.avenue style is minimalistic with basics like the breezy shirt and staples like the forever blazer. >> this is the first piece i got from her. it's a set with a scarf. it buttons up here. >> what is it about her clothes? is it the fact that you can interchange things? >> it's seeing that they can all go together. not just one statement, but a whole wardrobe. >> that's what the scandi fashion is about, having a small wardrobe but having a good wardrobe. >> reporter: the tnd of the capsule wardrobe is the opposite of today's fast fashion that leads to millions of tons of apparel and footwear incinerated or put in landfills each year. matilda can't figure out why americans are eating up her brand. >> i feel like if i had the answer, i would have the secret recipe. people in the u.s. are intrigued about the scandinavian lifestyle. i'd guest guess maybe my approach to social media interests home here as well. >> reporter: when her laid-back social media persona took off, she was modeling. >