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Tag: Aupen

  • Singapore’s Aupen, Adored by Taylor Swift, Partners with LVMH for a Stellar Debut Jewelry Collection

    Singapore’s Aupen, Adored by Taylor Swift, Partners with LVMH for a Stellar Debut Jewelry Collection

    Aupen, a luxury bag brand from Singapore whose designs have been sported by renowned personalities like Taylor Swift and Selena Gomez, is eager to unveil its debut fine jewelry collection. This exciting event, scheduled for Saturday, is happening in collaboration with the French fashion powerhouse LVMH.

    The New Collection

    The upcoming collection features exquisite pieces, adorned with gold and diamonds. These intricate designs are deeply influenced by the life experiences of Aupen’s founder, Nicholas Tan. Tan, a former Southeast Asian Games swimming gold medalist and a Harvard graduate, founded Aupen with a vision to create products that resonate with his personal journey.

    The successful collaboration with LVMH has been facilitated by LVMH Metiers d’Art, a creative initiative under the umbrella of the LVMH group.

    Exclusive Website Launch

    The new jewelry line will be exclusively available on Aupen’s website, and this launch will be accompanied by the re-release of select bags from the brand’s archives. One of these iconic designs includes the Joy bag, recently made popular by American actress and singer, Selena Gomez.

    Established in November 2022, Aupen is known for its asymmetrical leather bag designs that pay homage to the beauty of life’s imperfections. The brand’s design ethos revolves around minimalistic and authentic styles, with a strong emphasis on superior craftsmanship.

    High-End Production

    The manufacturing process of Aupen’s products involves top-tier facilities. The hardware is produced at the Paris-based Jade Groupe, while the handbag leather is sourced from Tanneries Roux, a company known for its specialization in calfskin.

    Aupen has captured the attention of global celebrities. Taylor Swift, the American billionaire singer, was seen with an Aupen Nirvana bag in August 2023. Other stars like Emily Blunt, Jennifer Aniston, and Ana Taylor-Joy have also been photographed with Aupen products.

    Questions & Answers

    What is the inspiration behind Aupen’s new fine jewelry collection?
    The collection draws inspiration from the life experiences of Aupen’s founder, Nicholas Tan, a former Southeast Asian Games swimming gold medalist and a Harvard alumnus.

    Where can consumers purchase the new jewelry line from Aupen?
    The fine jewelry collection will be exclusively available on Aupen’s official website.

    Who are some of the celebrities seen with Aupen products?
    Well-known celebrities seen with Aupen products include Taylor Swift, Selena Gomez, Emily Blunt, Jennifer Aniston, and Ana Taylor-Joy.

  • Aupen, Singapore’s Buzzing Bag Brand, Faces Trademark Woes with Target: Staff Cuts and Product Withdrawal Announced

    Aupen, Singapore’s Buzzing Bag Brand, Faces Trademark Woes with Target: Staff Cuts and Product Withdrawal Announced

    Aupen, a burgeoning handbag brand founded by former national swimmer Nicholas Tan, announced layoffs on Monday as the company navigates mounting legal challenges. The spokesperson confirmed that staff were informed of the cutbacks, which affect over ten employees in Singapore as of last December.

    Operating solely online with no physical storefronts, Aupen specializes in asymmetrical leather handbags, with most pieces priced under US$600. The brand has gained significant traction since its founding in 2022, quickly capturing the attention of celebrities like Taylor Swift, Beyoncé, and Kylie Jenner. However, it remains unclear if the company will continue its operations amid these turbulent circumstances.

    Legal Showdown with Target

    The layoffs come on the heels of a letter from retail giant Target, opposing Aupen’s attempt to register its trademark internationally, including in the U.S. The communication, shared by Aupen on Instagram last month, raised concerns over “source confusion” due to the phonetic and visual similarities between Aupen and Target’s own label, Auden, which has been utilized since 2019 and was relaunched last July.

    In its letter, Target sought clarification on Aupen’s use of its brand name for products and services, questioning why any confusion is unlikely. With nearly 2,000 stores across the U.S. and recently reporting net sales of US$25.21 billion for the second quarter of 2025, Target’s weight in the retail realm is formidable.

    Aupen’s Climb to Fame

    Aupen’s rapid ascent has been nothing short of impressive. From its inception, the brand has established a cult following and even partnered with LVMH Metiers d’Art, an arm of the esteemed luxury conglomerate LVMH. It’s almost as if the fashion gods conspired for a perfect storm of success—until now.

    The Intellectual Property Office of Singapore (IPOS) has stepped in to support Aupen during this tumultuous time, advising the brand to seek independent legal counsel. Despite Aupen’s characterization of Target’s challenge as a lawsuit, IPOS clarified that they do not recognize it as such, confirming that Aupen’s existing trademark in Singapore remains intact. “IPOS maintains a registration regime that ensures equal and fair access for all companies seeking trademark protection in Singapore,” the agency stated.

    A Personal Plea

    Amid this legal fray, Tan has taken to social media to voice his concerns. He described the situation as a David versus Goliath struggle, stating, “a $100 billion giant is crushing an independent brand.” He highlighted the potential for long, costly court battles that could stifle Aupen’s product launches while allowing larger competitors to mimic designs at a fraction of the cost. “This will erase us. And when we are gone, people may think that Auden is Aupen,” he lamented in an Instagram story. Further complicating matters, he attributed the recent staff layoffs to the overwhelming legal pressures, dedicating himself to honoring the salaries of his team and suppliers amidst the turmoil.

    Questions & Answers

    What triggered Aupen’s layoffs?
    The layoffs at Aupen were driven by ongoing legal challenges with Target, which oppose the brand’s attempt to register its trademark internationally, including in the U.S.

    How has Aupen gained popularity since its inception?
    Founded in 2022, Aupen quickly amassed a following through its unique asymmetrical leather handbags, garnering attention from high-profile celebrities and even collaborating with LVMH Metiers d’Art.

    What is the stance of the Intellectual Property Office of Singapore regarding Aupen’s trademark?
    The IPOS has reached out to Aupen for support and confirmed that, while they are aware of Target’s opposition, Aupen’s existing trademark in Singapore remains valid.