AUPEN: The Viral Local Brand Seen On Taylor Swift, Beyoncé, Lady Gaga & More A-Listers
Over the last few months, AUPEN, a Singaporean fashion brand, has been having its moment in the spotlight. Once called a 'quiet luxury brand' and the 'It' bag, AUPEN has now stepped boldly into the limelight, thanks to a bunch of A-list stars rocking their bags.
Photo from AUPEN
We’re talking about the likes of Olivia Rodrigo, Lady Gaga, Kylie Jenner, and yes, even Taylor Swift, who carried AUPEN’s Nirvana bag on a much-talked-about date with Travis Kelce.
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Curious about how AUPEN has become the must-have brand for celebs? Here's the scoop!
What is AUPEN?
AUPEN’s bags, known for their eye-catching asymmetrical shapes and smooth, polished look, have become their claim to fame. Fun fact: the brand name “AUPEN” mixes "authentic" and "open," and they originally used vegan leather before switching to calfskin leather in early 2024. Besides their sleek bags, they also have a line of sterling silver earrings.
Photo from AUPEN, Getty Images
The appeal? They’re stylish and won’t break the bank—AUPEN’s priciest bag comes in at $565. Plus, their minimalist designs go with just about anything.
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Who's Behind AUPEN?
Photo from AUPEN
Meet Nicholas Tan, AUPEN’s founder and former Singaporean national swimmer. The 35-year-old grabbed gold at the 2007 SEA Games in the men’s 4x100m freestyle relay and competed in the 2010 Asian Games. After hanging up his swim cap, he studied biology at Harvard and worked as part of the early team at Sea, the company behind Shopee.
Before starting AUPEN, the Harvard graduate ran a fashion showroom in Asia that featured work by famous designers like Dries Van Noten and Joseph Altuzarra.
Tan’s fashion creds are solid too—he was the first Singaporean male model in a major European campaign, showing up in Dolce & Gabbana’s 2014 spring/summer ads.
Photo from Dolce & Gabbana
What type of bags do they offer?
Nirvana
Photo from AUPEN
The Nirvana bag by AUPEN is famous for its standout design. Key features of the bag include the asymmetrical scoop and slouchy feel, along with different types of handle and design: crochet, buckle, suede, and chain.
Photo from AUPEN
Each variation brings a unique twist to the original, giving you more options to choose from depending on your style preferences.
Fearless
Photo from AUPEN
The Fearless bag might seem simple at first glance, but its quiet elegance is what makes it stand out. The clean lines and smooth curves of the asymmetrical design give it a sophisticated look. Its minimalist style makes it a versatile option, perfect for pairing with everything from feminine dresses to casual denim or even baggy cargos. This is a bag that can fit into just about any wardrobe.
Purpose
Photo from AUPEN
For those who like the Fearless but want something a little bolder, the Purpose bag is a great choice. With its edgy, cool-girl vibe, it’s perfect for anyone who enjoys a sharper, more daring style. The white version adds a touch of versatility, making it suitable for daytime outfits. It’s easy to pair with laid-back looks like a tank top and leather pants for an effortlessly cool finish. Plus, the bag comes with a detachable shoulder strap, so you can switch it up and carry it as a clutch when you feel like it.
Joy
Photo from AUPEN
The Joy bag can be seen as a more relaxed, rounder version of the Nirvana. It shares similar design traits, like the soft asymmetrical curve, but with a more casual, laid-back feel. Like Nirvana, its versatility makes it a great everyday accessory that can match a variety of looks.
Which Hollywood Celebs Love AUPEN?
The Brand has been spotted on a star-studded lineup. Check out below some of the hottest and biggest celebs spotten an AUPEN bag: Olivia Rodrigo, Gal Gadot, Jennifer Lawrence, Taylor Swift, Selena Gomez, Kylie Jenner, Lady Gaga, Hailey Bieber, Lucy Hale, and even Queen Bey herself, Beyoncé, and more.
Taylor Swift
Photo from Gotham/GC Images via Getty Images
Beyoncé
Photo from AUPEN
Hailey Bieber
Photo from Getty Images
Olivia Rodrigo
Photo from AUPEN
Selena Gomez
Photo from GC Images, SplashNews.com
Lady Gaga
Photo from Backgrid
Gal Gadot
Photo from Getty Images
Kylie Jenner
Photo from GC Image
Jennifer Lawrence
Photo from Backgrid
Lucy Hale
Photo from Cindy Ord/Getty Images
The brand made headlines this year with its $565 bags and a partnership with LVMH Métiers d’Art, which supports artisans skilled in leather and metalwork. Now, styles like Purpose, Fearless, and Joy are no longer on the brand’s website.
