WWD

FOOTWEAR NEWS

SOURCING JOURNAL

Untitled design (2).png__PID:698eee71-bdec-4646-b9e2-cf456f7e4429

WWD WEEKEND

BEAUTY INC

RIVET

GOT A TIP?

WWD20240703_cover.webp__PID:05b81501-9042-4f8e-b9c8-91df3f69101d

today's digital daily

July, 03, 2024

21810e18-c19b-4dcc-83e1-791c0a0271b8.png__PID:6eba1423-9eb1-44c5-90f3-fc8e24e0704c

LOG IN 

SUBSCRIBE

today's digital daily

log in 

subscribe

WWD_MobileExpandedImage_sticky-header.gif__PID:64ba701c-e114-468b-b37b-5db7137c23ef

fashion

business

beauty

men's

runway

denim

home/design

eye

events

wwd weekend

shop

WWD_Desktop_sticky-header_expanded.gif__PID:668d8465-79b3-4fc3-b726-7500e1b76d1b

business

Ami Paris Opens Summer Pop-up at Galeries Lafayette, With Rooftop Terrace and Capsule Collection

business

Saks-Neiman’s Merger Has Finally Arrived: What Are the Ramifications?

FASHION

EXCLUSIVE: Jaden’s Smith’s Eco Luggage Brand Is Collaborating With MCM

fashion / designer and luxury

LVMH Métiers d’Art Partners With Celebrity-favorite Accessories Brand Aupen

Aupen will shift its entire production base to France.

By 

lisa lockwood

JULY 3, 2024, 8:00AM

By 

lisa lockwood

JULY 3, 2024, 8:00AM

AUPEN_LVMH_METIERS_DART_GROUPPHOTO_16JUNE2024_HIGHRES.webp__PID:ae1b451f-292d-4a32-9c2b-f3202bad39be

Aupen's customer experience associate Nadia Rosli, Aupen's production associate Darrell Kong, chief brand officer of LVMH Métiers d’Art Giuseppe Panico and marketing associate of LVMH Métiers d’Art Caterina Cosima Masoni. COURTESY OF AUPEN

Aupen, the buzzy fashion accessories brand worn by celebrities such as Beyoncé, Taylor Swift, Hailey Bieber, Jennifer Lawrence and Kylie Jenner, has formed a partnership with LVMH Métiers d’Art, as part of its plan to shift its entire production base to France.

Founded in November 2022, Aupen paused its production in May, keeping its sales and customer service operational to follow up with after care sales, refunds or returns.

The brand makes eco-luxury bags retailing from $180 to $420 and had also expanded into jewelry and calfskin leather bags. Its bags, which have developed a celebrity following, have featured names such as Joy, Purpose, Lover and Nirvana.

Emma-Roberts_IG_@emmaroberts_24-June.webp__PID:e1885b6f-4042-47c2-82e2-ada6fb1927ab

Emma Roberts with an Aupen Joy bag in scarlet COURTESY OF AUPEN

As part of the new strategic partnership, LVMH Métiers d’Art will provide Aupen with advisory and access to its best-in-class French production facilities that it fully owns, including farms, tanneries and metal work companies. This will ensure that future Aupen products will adhere to Made in France quality standards.

Aupen has recently begun product development with several wholly owned LVMH entities — Tanneries Roux, the oldest French tannery founded in 1803, whose clients include Hermès and Louis Vuitton, and Jade Groupe, whose clients include Chanel and Schiaparelli. A quality control system will be implemented for Aupen, guaranteeing continued attention to detail for the future.

AUPEN_TANNERIES_ROUX_1803_1_17JUNE2024_HIGHRES.webp__PID:d0dc8649-5457-4e04-980b-824b4d3cdd81

Aupen has begun product development with Tanneries Roux, a wholly owned LVMH entity. COURTESY OF AUPEN

This collaboration marks a significant milestone for Aupen’s supply chain journey, as it pivots its production base to France.

Aupen’s first designs with LVMH Métiers d’Art will drop from spring 2025 in January at aupen.com.

“With this Made in France relaunch, Aupen products will reflect a new modernity, representing our core brand pillars of craftsmanship, integrity and innovation,” a spokesperson for Aupen said.

According to a statement from LVMH Métiers d’Art, “Aupen’s bold designs prioritize 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.”

Aupen, which is based in Singapore, is preparing to establish an office in Paris. Its leadership team continues to remain secretive.

Aupen posted on its Instagram page in May: “After 18 months, Aupen Design Collective Bids Goodbye. For us, the time has come. Life is for living. Joy makes us human. We don’t want to look back and regret the time lost with family, smelling the flowers. We started with nothing. But with determination and perseverance, we knew our efforts wouldn’t go unnoticed.”

The company confirmed to WWD that its design team took a break on May 10. They received interest from multiple luxury and private equity groups. “Ultimately, we decide to partner with LVMH Métiers dArt. The partnership does not involve any equity, allowing us to remain independent without external ownership. This also granted access to best-in-class ateliers, a benefit that would have been difficult to achieve” without the partnership, a spokesperson said.

Aupen has yet to start up the business. Only already launched designs will be sold in the meantime. “Over the last two weeks, the Aupen and LVMH Métiers d’Art team had convened to finalize the details of their new partnership. “We will executive on the new plan for the second half of 2024 and aim to make new products available in 2025,” a spokesperson said.

This article was sincerely referred from WOMEN'S WEAR DAILY
VIEW THE ORIGINAL ARTICLE

Read also:

Women's_Wear_Daily_logo.svg.png__PID:1f571b08-d722-426a-a8a0-a168076aef70Untitled design.png__PID:1b08d722-326a-48a0-a168-076aef702c2d

LVMH Métiers d’Art Partners With Celebrity-favorite Accessories Brand Aupen

harpers-bazaar-my-logo.webp__PID:fb558ba8-92bf-44e1-a87b-6cf735925952Elle - Kylie Jenner.jpg__PID:8845604e-50e7-45dc-937d-d01c8a568cbe

HERE'S WHY AUPEN BAGS ARE WORTH THE HYPE

harpers-bazaar-my-logo.webp__PID:fb558ba8-92bf-44e1-a87b-6cf735925952Vogue - Hailey Bieber.jpg__PID:4e50e735-dc53-4dd0-9c8a-568cbec733a1

THE AUPEN EFFECT: HANDBAGS LOVED BY TAYLOR SWIFT, HAILEY BIEBER AND MORE

nylon_2022-_2_-1-1__PID:f56e5d42-3be0-4dc9-95b7-735ffb46b76aNylon - Blue Ivy.jpg__PID:a6882d0a-628e-4143-a728-86c2806f7be3

An Honest Review Of AUPEN Bags, Worn By Taylor Swift, Kylie Jenner, Selena Gomez And Other Major Celebrities

harpers-bazaar-my-logo.webp__PID:fb558ba8-92bf-44e1-a87b-6cf735925952Bazaar - Taylor Swift.jpg__PID:2e884560-4e50-4735-9c53-7dd01c8a568c

HERE’S TAYLOR SWIFT’S LATEST BAG ADDICTION

page-six-logo-freelogovectorsnet___PID:698a3a14-7ec6-49d8-b52a-c8cf1bc792e9Page Six - Gabrielle Union.jpg__PID:604e50e7-35dc-437d-901c-8a568cbec733

Celebrities like Hailey Bieber and Olivia Rodrigo love this under-$200 ‘It’ bag

#20-Bazaar.jpg__PID:f54ff1e5-8256-4760-bd2d-7385a6169f60
VOGUE.png__PID:1b43ad54-5f73-484f-9fe9-15c422a3d52e
ELLE.png__PID:5f73984f-5fe9-45c4-a2a3-d52ed8ae3e72
BAZAAR-2.png__PID:ad545f73-984f-4fe9-95c4-22a3d52ed8ae
#21-ELLE.jpg__PID:f1e58256-e760-4d2d-b385-a6169f601d51
PAGESIX.png__PID:4f5fe915-c422-43d5-aed8-ae3e724336c7