Taylor Swift, Olivia Rodrigo love Aupen: behind the viral handbag brand from Singapore
- Launched in late 2022, the Singaporean-led brand swiftly went TikTok viral after its bags were spotted on the arms of some major celebrities
Brand names, logos and monogrammed bags may draw attention, but nothing quite compares to the relatively pared-back designs of indie handbag label Aupen, whose sleek calfskin purses have become fashion’s latest must-have.
The brand has pumped out several covetable, since sold-out designs – a remarkable feat, considering it is only 19 months old.
While celebrity outreach has “helped move the needle forward”, the brand says its ethos – based on the values of craftsmanship, versatility and community – has been crucial to its success.
“From the get-go, we knew we wanted to be a product-first brand. The focus was always to be on the bags themselves,” says Aupen’s commercial director – who, in line with the rest of the Aupen team, has requested to stay anonymous, a stance that has drawn a lot of attention.
This has been a strategic choice, one aimed at directing consumers’ attention solely to the bags themselves, rather than the various personalities behind the business.
