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Celebrity-favourite Aupen announces partnership and new collection with LVMH Metiers d’Art

BY: SURABHI REDKAR, SENIOR DIGITAL WRITER, PEOPLE, ENTERTAINMENT AND FASHION |
PUBLISHED: JUL 04, 2024 06:00 PM SGT

Singapore-founded bag brand Aupen has announced a partnership with luxury conglomerate LVMH Metiers d’Art. The luxury bag brand recently went viral when it was revealed to be a favourite among celebrities including Taylor Swift, Beyoncé, and Selena Gomez. The news of this collaboration comes after the brand recently made headlines for wiping out its social media pages, triggering a scare among consumers about a potential shutdown.

Singapore-founded bag brand Aupen has announced a partnership with luxury conglomerate LVMH Metiers d’Art. The luxury bag brand recently went viral when it was revealed to be a favourite among celebrities including Taylor Swift, Beyoncé, and Selena Gomez. The news of this collaboration comes after the brand recently made headlines for wiping out its social media pages, triggering a scare among consumers about a potential shutdown.

In May 2024, the social media posts on Aupen’s Instagram page caused an online frenzy as the brand posted a farewell message saying, “Aupen Design Collective bids goodbye.” At the time, speculations were also rife about the bag brand drawing interest from investors, including big names in the fashion business and private equity firms. While names of retail brands such as H&M were initially thrown into the mix, the brand has now confirmed a major partnership with LVMH Metiers d’Art.

Aupen partners with LVMH Metiers d’Art

The new collection of Aupen and LVMH Metiers d’Art is expected to arrive in 2025. (Image: Aupen)

For the relatively young brand, which was founded in November 2022, the new partnership with LVMH Metiers d’Art entails access to premium French production facilities, including farms, tanneries, and metalwork companies. Aupen has already begun product development with the LVMH-owned Tanneries Roux, one of the oldest French tanneries founded in 1803. It has also begun collaborating with Jade Groupe, which produces metal hardware such as buckles and frames.

Notably, both Tanneries Roux and Jade Group are known to boast high-end clients like luxury brands Hermes and Louis Vuitton, as well as Chanel and Schiaparelli respectively. The new “Made in France” relaunch promises Aupen a major step up as it gears up to move its production base to France. This same move will also provide provisions for their products to explore elite craftsmanship and innovation.

Speaking about their new partnership, LVMH Metiers d’Art also released a statement, saying, “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.”

When will the new designs of Aupen and LVMH Metiers d’Art partnership drop?

For now, Aupen will continue to sell their current designs on their website. Fans of the brand can expect a long wait ahead for the new collection in partnership with LVMH to be released; however, the brand has confirmed on that the first designs with LVMH Métiers d’Art will be released from Spring 2025 or January 2025 on the Aupen website.

While popular designs from the brand’s current collection such as Joy, Fearless Re-edition, and Lover remain sold out, the Aupen Nirvana, which is a favourite of Taylor Swift’s, is available to buy in a shade of brown. Just last week, Selena Gomez was spotted carrying the same Aupen Nirvana design in black while on the way to late-night show Jimmy Kimmel Live, which is currently being guest-hosted by her Only Murders in the Building co-star Martin Short.

Everything to know about the Singapore-born brand

Founded in November 2022, Aupen mysteriously earned a celebrity fanbase with Taylor Swift and Kylie Jenner being the A-list stars who propelled the brand to widespread popularity. Despite the brand’s surprisingly low price point, its uniquely designed asymmetrical bags quickly became a go-to and highly coveted accessory for several celebrities. Operating out of studios based in the United States and Singapore, Aupen’s founders and design team have managed to maintain anonymous and continue to do so as they head into their new partnership.

The brand’s ethos of creating products with sustainability and ethical practices at its centre also align with its new partners LVMH Métiers d’Art, who promote sustainable farming. Through their new ties to LVMH Métiers d’Art, the brand can expect to leverage new insights into the exquisite tanning of leather and exotic leather, and innovations with best practices in mind.

(Main and featured images: Aupen; Getty Images)

Frequently Asked Questions (FAQs)

–   What is the Aupen brand?

Aupen is a Singapore-founded bag brand that has gained popularity among celebrities like Taylor Swift, Selena Gomez and more.

–  Who wears Aupen bags?

Several A-list stars including Taylor Swift, Selena Gomez, Hailey Bieber and Kylie Jenner have been spotted carrying Aupen bags.

–  Who owns Aupen handbags?

The design team of Aupen is based in Singapore and the US. The creative team of the brand maintains an anonymous profile.

This article was sincerely referred from Prestige.
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