Aupen

Aupen

Aupen is a Singapore-based independent luxury brand known for its sculptural, asymmetrical handbags that merge minimalist design with artisanal craftsmanship. Founded in late 2022 by former national swimmer Nicholas Tan, the label rose rapidly to international prominence through celebrity endorsements and digital virality.

Key facts

Founded: November 2022, Singapore

Founder: Nicholas Tan

Core products: Leather handbags; expanding into jewelry

Partnership: LVMH Métiers d’Art (since 2024)

Known for: Asymmetrical “imperfect” design aesthetic and online-only sales

Origins and design philosophy

Aupen’s aesthetic centers on the idea of “beauty in imperfection,” expressed through asymmetrical silhouettes and sculptural forms. Its design collective operates between Singapore, New York, and Paris, favoring anonymity to highlight the product rather than individual designers. The brand’s minimalist yet expressive style resonated with the growing global appetite for quiet luxury and sustainability-minded craftsmanship.

Rise to prominence

The label gained major visibility when figures such as Taylor Swift, Beyoncé, and Selena Gomez were photographed carrying its “Nirvana” and “Joy” bags. Its accessible pricing—typically under US $600—helped establish Aupen as an attainable luxury brand emphasizing ethical sourcing and small-batch production.

Partnership and production shift

In mid-2024, Aupen entered a non-equity partnership with LVMH Métiers d’Art, gaining access to premier French workshops such as Tanneries Roux and Jade Groupe. The collaboration marked a transition to “Made in France” production standards, aligning Aupen with the craftsmanship of heritage houses like Hermès and Louis Vuitton. Its first co-developed collection is expected in 2025.

Challenges and current status

Despite rapid acclaim, Aupen has faced turbulence, including a trademark dispute with U.S. retailer Target Corporation over name similarity to its “Auden” line. The brand temporarily paused new releases and reduced staff in 2025 but remains operational, selling existing collections online while preparing for its next design phase.

Legacy and impact

Aupen exemplifies how digital-native, values-driven fashion labels can achieve global luxury recognition without physical boutiques or celebrity designers. Its blend of craftsmanship, transparency, and minimalist design continues to influence the modern accessory market.