Taylor Swift wearing Nirvana Noir, $340

While there isn’t much information as to exactly when the AUPEN Nirvana was launched, it first came into the public eye when Taylor Swift debuted it at Jack Antonoff's wedding in August 2023. Two months later, Swift hard-launched her fairytale relationship holding football beau Travis Kelce on one hand, and the AUPEN Nirvana on the other. The purse became a worldwide phenomenon - its braided handle and asymmetric shape was a breath of fresh air - breaking away from the usual designs from brands like The Row, Loro Piana, and Jacquemus, packed with an accessible price point of $340.

Selena Gomez wearing Nirvana Noir and Nirvana Blush, $340

Emily Blunt wearing Nirvana Noir and Nirvana Ash, $340

Lucy Hale wearing Nirvana Blush and Nirvana Noir, $340

What made the Nirvana bag so adaptable and, by extension, desirable was the versatility of the bag. Effortlessly transitioning from day to night and complementing a wide array of looks, its minimalist design allows it to make almost any basic outfit pop. Its size is perfect, able to fit your everyday essentials, including your phone, make-up, and wallet, with a smaller compartment organising your cards. The Nirvana can be carried by hand like a top-handle, or over the shoulder so you can dance through the night—adding to its appeal.

Another point of interest is AUPEN’s recent transition to calfskin leather. Previously made in vegan leather, the Nirvana now comes in calfskin leather from tanneries certified by the Leather Working Group. After this switch, the responses from internet users skyrocketed, with many raving about the improved durability, anti-scratch, soft-to-touch qualities of the calfskin Nirvana.

Nirvana Noir

The Resale Performance of the AUPEN Nirvana

Before its recent discontinuation, the Nirvana was priced at a competitive $340 in the US market, making it one of AUPEN’s most affordable yet high-quality offerings. Recently, the resale market tells a remarkable story. On platforms like Vestiaire, pristine condition Nirvanas, especially the coveted black colourway, can command upwards of $467 USD - a premium of over $100 compared to the original retail price.

While these figures represent the upper echelon of resale values, it’s essential to note that factors like condition, colour, and overall market demand influence the final price. Average resale values now hover around $420, and prices can dip to $365 for less desirable colours, not that far off from a brand new one.

That does not give us a definite idea of whether or not to hold on to your unused Nirvanas. If yours is in black colour and in excellent condition, you might make a little profit on your original purchase (at least nominal price-wise). If, on the other hand, yours shows a fair bit of usage, you might want to pare down on the expectations a little bit.

But Why Discontinue a Classic?

Why does a brand discontinue a bag? Just last month, WWD reported that AUPEN has partnered with LVMH Group, and will be shifting its production to France starting from 2025. LVMH beat out Prada and H&M Group to work with the AUPEN brand, and will launch the new AUPEN collection in collaboration with LVMH-owned Tanneries Roux, who supplies Hérmes and Louis Vuitton, and LVMH-owned Jade Groupe, who supplies Chanel and Schiaparelli. This would require AUPEN to discontinue existing styles to prevent customer confusion.

AUPEN has already removed several popular styles from its website. The Purpose bag, once seen on Beyoncé and Hailey Bieber, and the Fearless Re-Edition, a favourite of Kylie Jenner, Jennifer Lawrence, and Karlie Kloss, have all been delisted.

The Nirvana had all the elements to become a timeless classic. The quality, asymmetric design, understated luxurious feel, gold hardware detailing – we haven’t seen a bag more quintessentially classic than this in recent years.

That, however, has made it all the more difficult for AUPEN to strike the fine balance between exclusivity and availability. With the brand’s recent partnership with LVMH signalling a potential shift towards a higher price point akin to Louis Vuitton, discontinuation seemed like the only way of restricting supply without an exorbitant price increase.

At the end of the day, all good things come to an end. Other houses have phased out popular styles too. The Celine Trapeze and the Chanel Grand Shopping Tote, once status symbols, now command high resale values for the customers that managed to get their hands on one back in the day.

Lydia Hearst carrying the Celine’s Trapeze bag, Eva Longoria carrying Chanel’s Grand Shopping Tote

With the brand’s relocation to Paris imminent, it’s clear that the decision to discontinue Nirvana is part of a broader strategic shift. As seen with Jacquemus’ Chiquito and The Row’s Margaux, it is extremely difficult to breakout a new icon style after a brand’s first hit - whether this is a right decision is to be seen. While it’s undoubtedly a loss for fans of the classic design, it’s a clear indication of AUPEN’s ambitious trajectory. You might just get lucky on resale markets, uniting with an AUPEN Nirvana in great condition after its discontinuation. Afterall, if you love it, it will find a way to reach you.

This article was sincerely referred from L'OFFICIEL
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