August 22, 2024, 7:59 p.m. | Reading time: 6 minutes
The bags of Beyoncé, Selena Gomez or Kylie Jenner must cost a fortune, you think? No! Because the new star in the bag sky is called Aupen and is amazingly affordable! We introduce you to the brand founded in 2022.
Stars like Selena Gomez, Emily Blunt and Hailey Bieber only carry designer bags that cost several thousand euros? No way! In recent months, a certain brand of bag has been seen dangling from the wrists of stars and starlets, boasting asymmetrical designs and an affordable price (for a designer bag). We’re talking about the Aupen brand. But who is actually behind it?
Who is behind the bag brand Aupen?
Aupen was founded by Skye Tan from Singapore, who is also Head of Product & Design. He worked as a fashion photographer for well-known brands such as Louis Vuitton and Ralph Lauren and graduated from the renowned School of Visual Arts of New York. He is supported by Lydia Maurer, Head of Concept, who previously gained experience as an artistic director at Paco Rabanne, Givenchy and Yves Saint Laurent.
You don’t learn much more about the people behind Aupen; it even seems as if they consciously want to stay in the background and act.
Gal Gadot wears the model “Purpose” Photo: Getty Images
The hype started with Kylie Jenner
One of the first to be spotted with an Aupen bag was Kylie Jenner. In fall 2023, she wore the “Fearless” model, a small shoulder bag with an asymmetrical cut (a trademark of the brand). And within a few weeks, the bag was completely sold out. But not only that, there was also supposed to have been a waiting list, so popular was the bag.
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Kylie is not the only celebrity fan of the still relatively unknown bag brand. In the coming months, many well-known stars “outed” themselves as fans. Taylor Swift was seen more than once with the “Nirvana” model, another asymmetrical bag with a braided handle. Selena Gomez wore a glitter version of the “Purpose” model to the after-party of the VMAs and Hailey Bieber also seems to have similar taste to Selena (once again). She jumped on the bandwagon some time later and wore the “Purpose” bag to her brand Rhode’s party in May 2024.
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What is special about Aupen?
The name Aupen is a combination of the words “authentic” and “open”. The models “Nirvana”, “Purpose” and “Fearless” are particularly popular, which is probably due to the minimalist and timeless design, which always gets a modern twist through the asymmetry. According to „Elle“ Aupen explained: “They all have their own unique charm. The Nirvana and Fearless Re-Edition are spacious, functional and versatile everyday bags that can hold all of your daily essentials, from your phone to your make-up, while the Purpose – with its distinctive angular silhouette – is your best friend for a girls’ night out.”
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The trademark asymmetrical designs are based on the Japanese aesthetic principle Fukinsei. The principle emphasizes that balance can be achieved not despite, but precisely because of irregularity.
“An asymmetrical bag is a constant reminder that life is not meant to be perfect and is not linear. When you truly accept all imperfections and mishaps, the mood is much better,” explained Skye Tan in “Vogue Singapore”-Interview.
Is the brand vegan?
Although many international websites write that Aupen is a vegan brand, this is not the case. The brand started with vegan bags and now also offers bags made of real leather. However, the idea of sustainability is supposedly always kept in mind.
On the website states: “While we continue to create timeless pieces that are designed to last, our approach now encompasses a wider range of environmentally friendly practices. We incorporate responsibly sourced calf leather that is accredited by the Leather Working Group. Our leather is 100 percent derived from traceable food by-products that would otherwise be wasted.” The bags are made from particularly robust materials to withstand daily wear and tear and offer long-term durability.
Lucy Hale at the Tribeca Festival with a rust-colored Aupen bag Photo: Getty Images
This is what the bags from Aupen cost
You often read that the brand’s bags are “affordable”. But how much do Aupen’s models cost? The 12 models are priced between 180 and 420 dollars. The makers follow a similar principle to the designer Telfar Clemens, who has been experiencing a great hype for several years with his bag brand named after him. Timeless designs, high quality and all at an affordable price. A bag for everyone! This is how Aupen explained to the „Glamour“: “We want people to be able to afford it and own it – not to have to afford it and then resell it.”
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Surprising ending?
If you’re now interested in buying an Aupen bag, you’ll only find a few remaining models on some platforms. For several weeks now, rumors have been circulating that the brand has been shut down, and the empty online shop and deserted social media channels are fueling the rumors even more.
From one day to the next, all posts were deleted. Only one new post on Instagram remained, where you could read a cryptic message: “The time has come for us. Thank you for believing in us. It’s a new world. The doors are wide open to you and your dreams. All you have to do is start.”
Large corporations showed interest
At the same time, the site “The Straits Times“that major fashion groups, including Prada, H&M and LVMH, had shown interest in taking over or investing in the company. The fashion world was shocked by the supposed demise of Aupen – just 18 months after it was founded.
But then came the good news at the beginning of July. A press release announced the partnership with the luxury group LVMH Metiers d’Art. This was part of a plan to completely relocate the production base to France. An office in Europe was also planned.
It continued: “As part of this strategic partnership, LVMH Metiers d’Art will offer Aupen advice and access to the first-class French production facilities that the company fully owns, including farms, tanneries and metalworking companies.” As a result, future Aupen products will meet the “Made in France” quality standard. Aupen’s design team is currently taking a creative break. There are currently only three versions of the “Nirvana” model in the official online shop. But fans can look forward to new collections soon. The new designs in collaboration with LVMH Metiers d’Art will be available from spring 2025.
