The Today Pastel Stories

Today Pastel écharpe, commonly referred to as Today Pastel or shortened to TP, is a Malaysian fashion house and luxury retail company specializing in hijab for women founded in 2019 by Sarah Nelson.



Official Stores

Today Pastel operates about 14 directly operated stores in asia as of September 2019, and it wholesales its products through franchisees and upscale department stores.





Today Pastel has focused on the online shopping experience, creating a sense of digital inspiration by including visually rich large images and videos, with information on current fashion collections in the editorial section. The company has actively frequently uploaded posts of behind the scenes, with information on the patterns and styles, which highlight the craftsmanship of each product design.This has allowed consumers to gain a stronger emotional relationship with the brand.


“Highly customizable. Excellent design. Customer services has exceeded my expectation. They are quick to answer and even when they don’t know the answer right away. They’ll work with you towards a solution”

Maryam Aisha

Social media

Today Pastel has a strong digital presence online, and is heavily active across various social media platforms with the brand name: Today Pastel. These include FacebookTwitterInstagramYouTube, Google+, .  The brand has integrated itself into the modern digital world with campaigns such as the ‘collaborative art project’. This campaign was to market a new line of watches, in which the brand collaborated with artists and popular Instagram meme accounts. Memes can be defined as a joke, fad or memorable piece of content that spreads across the web and is usually accompanied by a witty caption. For Today Pastel the brand focused on Instagram ads, where they reimagined popular memes with their watch collection, prompting users to share and tag their friends. 



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