Singapore’s home-grown bag brand Aupen, known for its celebrity endorsements, is on the verge of a significant milestone. Recently, the brand has garnered interest from major European fashion conglomerates such as H&M Group and Prada Group, along with private equity firms. This marks a notable achievement for Aupen, reflecting its rising influence in the global fashion industry.
Aupen’s Rise to Fame and Celebrity Endorsements
Aupen has rapidly ascended to fame with its stylish and luxurious bags, which have been spotted by numerous A-list celebrities. American singer-songwriter Taylor Swift is among its high-profile fans, helping to catapult the brand into the global spotlight. Other notable celebrities like Beyoncé, Olivia Rodrigo, and Hailey Bieber have also been seen sporting Aupen bags, further solidifying the brand’s appeal.
The brand gained substantial attention in October 2023 when Taylor Swift was photographed with the Aupen Nirvana bag in Noir during a public appearance with her boyfriend, American pro footballer Travis Kelce. This event, often referred to as a “hard launch” of their relationship, significantly boosted the brand’s visibility. Despite its global popularity and extensive media coverage, Aupen has chosen to maintain an air of mystery, with its design team remaining anonymous.
Strategic Moves and Investor Interest
Aupen’s recent activities have stirred the market and its followers. The brand’s Instagram page, with 47,000 followers, was wiped clean except for three posts on May 10, leading to speculations about its closure. However, the brand clarified that the design team is merely taking a break and operations will continue as usual. This move, reminiscent of social media blackouts used by major global brands, generated significant buzz and resulted in the sale of thousands of bags over the weekend.
In terms of its product lineup, Aupen has decided to pause the launch of new styles, focusing instead on restocking existing designs by June. The spokesperson emphasized the brand’s commitment to the luxury ethos of timelessness over constantly chasing new collections. The current interest from H&M Group and potential investments from other major players like Prada Group signal a promising future for Aupen, similar to when LVMH invested in Singapore’s Charles & Keith in 2011.
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