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Is the Taylor Swift-approved Aupen bag brand shutting down? Everything to know

BY: SURABHI REDKAR, SENIOR DIGITAL WRITER, PEOPLE, ENTERTAINMENT AND FASHION |
PUBLISHED: MAY 17, 2024 10:00 AM SGT

Behold, Aupen — the Singapore-based fashion brand that made headlines for quietly ascending into celebrity-favourite status over the past year. A bevy of A-list personalities have flaunted the brand’s bags on many an occasion, giving business a major boost. Aupen’s mysterious rise to fame and how it entered celebrity spheres without any major pomp have added to its growing reputation as a quiet luxury brand. From Taylor Swift to Hailey Bieber and Selena Gomez, many major celebrities have been photographed with Aupen bags, driving interest and curiosity. Amid the ongoing frenzy in the wake of the brand’s social media blackout, only one question remains: is the celebrity-favourite brand Aupen shutting down?

Behold, Aupen — the Singapore-based fashion brand that made headlines for quietly ascending into celebrity-favourite status over the past year. A bevy of A-list personalities have flaunted the brand’s bags on many an occasion, giving business a major boost. Aupen’s mysterious rise to fame and how it entered celebrity spheres without any major pomp have added to its growing reputation as a quiet luxury brand. From Taylor Swift to Hailey Bieber and Selena Gomez, many major celebrities have been photographed with Aupen bags, driving interest and curiosity. Amid the ongoing frenzy in the wake of the brand’s social media blackout, only one question remains: is the celebrity-favourite brand Aupen shutting down?

With the Taylor Swift-approved Aupen Nirvana having inhabited the wishlists of aspiring buyers for a while now, netizens were understandably frenzied after the brand announced its goodbye, raising suspicions about a potential shutdown. This week, all the social media posts on the brand’s Instagram page were removed except for three, one of which one read, “Aupen Design Collective bids goodbye.” Despite the tone of the farewell message, fans of the brand were left confused on whether it was truly shutting down.

Amid the buzz surrounding potential investors and the fashion brand’s new direction, here’s all you need to know about Aupen and why it is trending at the moment.

Is Aupen shutting down? Everything to know about its mysterious post

Following their Instagram wipe and the posting of their farewell message, Aupen’s comments section quickly overflowed with queries. Fashion-forward fans wished to know if the blackout meant that they would no longer be able to buy from the brand. However, while the social media posts appeared to indicate the brand’s shutdown, the Aupen website has remained operational, greeting visitors with a pop-up message that reads, “Our design team is on a break, but customer service and operations are still running. Purchases include aftercare.”

It bears noting that popular designs such as Nirvana, Joy, and Lover remain sold out at the moment. With the brand still pushing restock alerts to its customers on the website, it is likely that the sold-out items will be made available again.

While it appears Aupen may not be shutting down completely, the brand is not likely to release a new collection anytime soon. Amid speculations that the brand has drawn interest from investors, including big names from fashion retail brands like the H&M group and other private equity firms, Aupen’s plans remain shrouded in mystery. Whether Aupen has struck a deal with a fashion house and is set for a complete rebrand remains unknown. While uncertainty hangs over the brand’s next move, we look back at its amazing trajectory from new kid on the block to celebrity-favourite.

Who are Aupen’s team and founders?

Aupen’s founders and design team have managed to remain in relative anonymity, with this seemingly working in the brand’s favour. Equally impressive is the way in which the brand has pervaded mainstream fashion without any major publicity campaigns. The brand, which is now synonymous with its asymmetrical bag designs, was founded in 2022.

As per the Aupen website, the brand is based in the United States and Singapore, and has studios in both Brooklyn and the island nation. With sustainability in mind, the brand maintains a partnership with the Leather Working Group – a non-profit committed to following eco-friendly practices for responsible leather production.

Aupen’s popular designs and price range

Along with the promise of sustainability, the surprisingly low price point of the bags, which fall under USD 600, has contributed to the instant popularity of the brand. Devoid of any eye-catching logos, the Aupen bags suggest understated luxury while also falling into an affordable space. The most popular styles from the brand, which include the Fearless and the Nirvana, boast minimalist designs; in contrast, the most vibrant of their designs, the Ice bags, boast embellished crystals.

Celebrities who have been spotted with Aupen bags

Taylor Swift carrying the Aupen Nirvana during a date with Travis Kelce. (Image: Mega/Getty Images)

A picture can speak a thousand words, and this iconic photograph of Taylor Swift and Travis Kelce from the early days of their relationship went viral for all the right reasons. Holding onto her NFL boyfriend with one hand, Swift famously carried an Aupen Nirvana in the other, giving the brand an unbelievable boost in sales figures; but, she’s not the only celebrity who has been shown with a piece from the Singaporean brand. A close friend of Swift’s, Selena Gomez struck an interesting contrast by pairing a flashier Miracle Ice bag worth USD 280 with a Valentino blazer that cost upwards of USD 5,500.

Various designs from the brand also exploded on the fashion scene last year, making their way into the wardrobe picks of celebrities like Emma Stone, Hailey Bieber, and Olivia Rodrigo.

Bieber, who otherwise swears by high-end labels was spotted with one of Aupen’s most affordable designs, the Purpose range, which costs USD 180. The white Aupen Purpose bag was also a red carpet pick for Gal Gadot, who attended the Barbie premiere in a JW Anderson dress.

While it is indeed a mystery as to how the brand managed to earn its celebrity fan base without any collaborations, a few theories abound. Chief among them is the belief that Kylie Jenner and Taylor Swift’s unspoken endorsements have brought attention to this otherwise anonymously label. And as to the fate of the brand itself? Well, only time will tell.

Frequently Asked Questions (FAQs)

–   Does Aupen use real leather?

While Aupen initially introduced bags crafted from vegan leather, it later transitioned to using responsibly sourced calfskin leather.

–  Is Aupen a real brand?

The celebrity-favourite viral bag brand Aupen has studios based in Singapore and the US. The bag designs are attributed to the Aupen Design Collective.The celebrity-favourite viral bag brand Aupen has studios based in Singapore and the US. The bag designs are attributed to the Aupen Design Collective.

–  What celebrities wear Aupen bags?

Famous celebrities including the likes of Taylor Swift, Kylie Jenner, Hailey Bieber, Selena Gomez, and more have been spotted carrying bags from Aupen.

–  Is Aupen brand shutting down?

The company hasn’t shut down, but Aupen’s design team is currently on a break. Reports also suggest that the brand is in talks with new investors.

–  Can you still buy Aupen bags?

While Aupen has announced that its design team is on a break, it continues to sell existing inventory on its website. Despite some of their popular designs being sold out, it seems they may be restocked soon.

This article was sincerely referred from Prestige.
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