Beyonce wears AUPEN’s Purpose bag in Noir,
16 May 2024 and 28 April 2024, styled by Shiona Turini.

In an unprecedented move, AUPEN, an innovative accessories brand, has opted to close its doors while at the zenith of its success, a mere 18 months since its inception. The announcement was made in dramatic fashion, with a sudden blackout on their Instagram page, leaving the fashion world in shock. This decision comes on the heels of sightings of Beyoncé and Sydney Sweeney carrying the brand’s Purpose and Joy bags, respectively. Beyoncé, a noted supporter of AUPEN’s ethos of conscious luxury, had been seen with the Purpose bag weeks before the brand’s unexpected closure, signaling her endorsement of their mission of thoughtful consumption.

The Straits Times has reported that major fashion conglomerates, including Prada and H&M, have shown interest in acquiring or investing in AUPEN. Historically, acquisitions in the fashion industry have led to price hikes, as seen with Rimowa and Tiffany & Co. Should such a deal materialize, it is anticipated that AUPEN’s currently accessible price points will increase.

Purpose Noir & Purpose Snow, $180

Sydney Sweeney wears AUPEN's Joy bag in Snow, styled by Molly Dickson.

Joy Noir & Joy Snow, $240

AUPEN’s leadership has articulated a vision that diverges from the relentless cycle of new collections that typifies the industry. “We will not launch new styles until further notice. As a brand, we’re not trying to chase collection after collection. We hope to encourage conscious luxury and purposeful purchases,” the team stated. The brand’s handbags have been embraced by high-profile celebrities, including Beyoncé, Selena Gomez, Jennifer Lawrence, and Hailey Bieber. Taylor Swift notably showcased an AUPEN bag during the public debut of her relationship with Travis Kelce, underscoring the brand’s rapid ascent and widespread appeal. From Kylie Jenner’s introduction of AUPEN in November 2022, the brand has consistently struck a chord with fashion enthusiasts, making the shutdown announcement all the more striking.

Taylor Swift wears AUPEN's Nirvana bag in Noir.
Selena Gomez wears AUPEN's Purpose Ice bag.

Nirvana Noir & Nirvana Snow, $340

In examining AUPEN’s decision to cease operations, parallels can be drawn to Raf Simons’ choice to close his label after nearly three decades, prioritizing integrity over continuous production. Additionally, AUPEN’s anonymity is reminiscent of Margiela’s fierce protection of his privacy while operating his namesake label.

By introducing timeless designs, AUPEN’s creative team has broken free from the traditional fashion cycle, viewing fashion not merely as attire but as a medium for self-expression, social change, and a steadfast commitment to sustainability.

Kylie Jenner wears AUPEN's Fearless bag in Noir.
Hailey Bieber wears AUPEN's Purpose bag in Noir.

The abrupt closure has evoked strong emotions among AUPEN’s devoted followers. However, the brand has assured that their sales and customer service teams remain active, with existing styles still available on their website, though many are already sold out at the time of writing. AUPEN’s bold move invites contemplation on the future of fashion and sustainability. Perhaps there is something we can all learn from AUPEN - only time will tell.

This article was sincerely referred from L'OFFICIEL
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