PROJECT and Objectives

No matter what the subject, great designers deliver wonderfully considered, and memorable user experiences. It’s something Paris-born designer Magali Pascal knows all too well.⁠⁠ Since founding her label in Bali in 2005, Pascal has built an all-female team with a cult-like following for effortlessly feminine and nonchalant fashion. These days, with a strong focus on sustainability and craftsmanship, the collections emphasise slow fashion and the impact fashion has on people and the planet. Rosie Turner, Head of Marketing and Branding describes it as “bringing craftsmanship and positive impact together.”


Magali Pascal reached out to us to redesign their previous site to align with the launch of their ode to slow fashion and seasonless collections… The Eden Collection. Different to their previous ranges, targeting a different customer base and distinguished by its fresh feminine aesthetic.⁠⁠ Aware of working to respect the wearer and the necessary improvements to e-commerce and UX best practices, they called on us for help.

Client Lead

Magali Pascal, CEO
Magali Pascal


Fashion Retail


1,300 per website,
across 3 websites


UX/UI Strategy, Fully-customised template build, brand redesign, Integration partner


The Magali Pascal team had their hearts set on the usability of the Shopify platform from the beginning. Relying on the technical expertise of Moustache, they hoped to build a fully customised template that not only reflected the ‘affordable luxury’ redesign but could also easily adapt with each new collection.

“From all angles of the business, having that elevated landing page has really really helped us”

– Rosie Turner – Head of Marketing & Branding


After seeing the successful work Moustache has done in partnership with AJE, Rosie reached out to the team at the beginning of 2020. However, the impact of the pandemic meant that people visiting their four Bali stores and then driving global online traffic was no longer their biggest marketing channel. It was time to shift, and by the end of the year, the Magali team was ready to upgrade their online experience.

Moustache was enlisted as the technical leads and worked collaboratively with Magali Pascal and her team on the visual input of the build. With only a short turnaround, Moustache strategically and quickly brought the creative ideas to life.

“Alexandra is just amazing, if ever there is a problem, she comes with solutions, I’m a big fan of hers’

– Rosie Turner – Head of Marketing & Branding
Challenges and Solutions

Larger Imagery to Showcase Products

Moustache Republic built Magali a new product page template to allow for larger imagery with the addition of an advanced zoom to showcase the beautiful detailing of the Magali products.

Rebrand & Redesign

Moustache Republic helped Magali rebrand at the same time as the relaunch to align with their new ‘affordable luxury’ messaging.

Shopify Template Refresh to Align to Rebrand

Moustache fully customised a Shopify template to cater to the new ‘affordable luxury’ brand design.

Clear USPs, Filtering and Description

Moustache Republic completed a number of technical updates, including filters, sort by feature, colour swatches, and colour variants, product USPs. complete your look, pricing description updates.

Easy Navigation for Improved User Experience

Moustache Republic’s Shopify menu update design was said by Rosie to be “a real game-changer for us”. Its category reorganisation, header and footer navigation, plus the use of Shogun gave Magali more design control and personalised page creation.

Clearer Size Guide Display

Moustache Republic integrated Kiwi Size Chart for a clearer display of size guides with better communication on product pages to reduce the number of questions and returns, plus the ability to convert from centimetres to inches.

Increase Payment Integrations

Moustache Republic integrated Layby and Afterpay with a more Magali look and feel so they are now more seamless and align with the rebrand.


As Magali Pascal’s plan is to expand into different territories beyond Australia (they recently launched an Indonesian specific website which now dispatches from Bali) the focus is now on Europe. Earlier this year, Magali Pascal launched their EU specific website so they now have a total of 3 global online retail stores and domains (.AU, .EU, .ID) which can all be managed through a central Shopify interface.


Early days, but conversion rates have gone up. “Overall, it has been a huge success and we’ve had an excellent response”


revenue growth


conversion rate


AOV increase




Boost Commerce Search and Filters
Boost Commerce

Kiwi Size Guide

Swym Wishlist Plus



“The Kiwi Size Chart app for sure! With Moustache’s customisation it has allowed us to show our size guide on each product, and interchanges between inches and CMs so easily which is great as we have a customer base from all over the world. We are hoping that we’ll be able to add the size recommender feature too which will not only help our customers make size decisions without having to contact our customer service, and ultimately reduce size exchanges.”

Rosie Turner – Head of Marketing & Branding

“Working with Moustache exceeded our expectations, allowing us to completely transform our online store into a more dynamic experience for our customers, while still aligning with our brand. Moustache provided us with much needed technical assistance while also supporting us in designing a website that was as beautiful as it was sales orientated to help us reach our sales targets.”

Rosie Turner – Head of Marketing & Branding