Aupen, the viral Singapore-founded bag brand beloved by A-list celebrities such as Taylor Swift, Beyonce, Emma Stone and Selena Gomez, has announced a partnership with luxury conglomerate LVMH Metiers d’Art.

In a press statement on July 3, Aupen said the move is part of its plan to entirely shift its production base to France.

It added: “As part of this strategic partnership, LVMH Metiers d’Art will provide Aupen with advisory and access to the best-in-class French production facilities that it fully owns, including farms, tanneries and metal work companies.

“This ensures future Aupen products will adhere to made-in-France quality standards.”

LVMH Metiers d’Art is an initiative created in 2015 under the LVMH conglomerate to support artisans and manufacturing facilities making materials such as leather, exotic leathers and high-quality metal hardware.

Aupen has begun product development with Tanneries Roux, the oldest French tannery, founded in 1803; and Jade Groupe, which produces metal hardware such as carabiners, buckles and frames. Both are LVMH-owned entities.

Tanneries Roux clients include luxury brands such as Hermes and Louis Vuitton, while Jade Groupe provides material to Chanel and Schiaparelli.

Aupen said with this “Made in France relaunch”, its products will represent its core brand pillars of craftsmanship, integrity and innovation.

LVMH Metiers d’Art added in a statement: “Aupen’s bold designs prioritise traceability and transparency, ensuring every creation resonates with conscientious luxury consumers. By tracing the journey of materials used, they appeal to evolving tastes while setting ethical standards in the luxury market.”

The news follows a dramatic cleaning of Aupen’s Instagram page to announce the departure of its current design team. The account, which has 48,000 followers, was wiped clean on May 10 save for three posts, leading many to believe the brand was closing. It later clarified that the design team was merely taking a break.

Aupen, founded in November 2022, said it received interest from multiple luxury and private equity groups, but ultimately decided to partner LVMH Metiers d’Art.

American pop star Beyonce with an Aupen Purpose Bag in Noir in April. PHOTO: AUPEN

“This partnership does not involve any equity, allowing us to remain independent without external ownership. This also grants us access to best-in-class ateliers, a benefit that would have been difficult to achieve as an independent brand,” it said.

Aupen has yet to restart its design business after the break and will currently sell only already-launched designs. Its new designs, in partnership with LVMH Metiers d’Art, will drop from Spring 2025, or January 2025, on www.aupen.com. The brand, which is based in Singapore, is preparing to establish an office in Paris.

While the brand is relatively young, it received mainstream attention in October 2023, when American pop star Swift was photographed with her boyfriend, American pro footballer Travis Kelce, carrying Aupen’s Nirvana bag in Noir.

American superstar Taylor Swift was spotted with her football star boyfriend Travis Kelce while carrying an Aupen bag in October 2023. PHOTO: AUPEN

This article was sincerely referred from The Straits Times
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