Fashionistas recently noted the unusual virality of a handbag brand called Aupen. This brand’s bag models “catch the eye” of many famous female stars. In just a short time, Aupen became an IT-brand (brand-that-everyone-knows) when promoted by Taylor Swift, Hailey Bieber, Selena Gomez, Beyoncé and many other female stars.
“Trend god” Kylie Jenner is said to be the first celebrity to promote handbags from the Aupen fashion house. Businesswoman walking around with Fearless design.
Taylor Swift wears the Nirvana Mini Purse bag when going on dates or attending events.
Selena Gomez is also a “hard fan” of this brand. The owner of Rare Beauty has many “hit” looks when wearing Aupen bags. She contributed to a sudden increase in revenue for the brand when using two bags encrusted with Miracle and Purpose Ice .
Beyoncé chose the asymmetrical Purpose design for an Instagram pose. After that, Blue Ivy – the 12-year-old daughter of the female artist – also promoted this IT-bag when appearing at the premiere of the documentary Renaissance .
The rapid level of “coverage” of an 18-month-old brand is a rare case in the fashion industry. Fashionistas are somewhat confused when Aupen is promoted by a series of famous names in the entertainment industry even without any aggressive advertising campaigns. Even the identity of the brand founder – Skye Tan is restricted from being exploited.
Some experts say Aupen’s success comes from core values including design and pricing. Aupen successfully built its brand image in the direction of quiet luxury (hidden wealth). Aupen creates IT-bags thanks to their minimalist, highly applicable designs. The unique asymmetrical design, not “overwhelmed” with the logo , is said to be the key to helping Aupen “conquer” IT-girls.
Another factor that helps Aupen become a widespread craze is the price. Many fans think that designs promoted by celebrities will be expensive, up to several thousand dollars. But Aupen sells products at a much more reasonable price. The product is made from leather, with prices ranging from 180 – 340 USD (equivalent to 4.5 – 6.8 million VND). For that reason, Fearless, Nirvana, Purpose models are quickly “sold out” promoted by celebrities .
Aupen’s most popular bag model is called Purpose . This design is popular with many female stars such as Hailey Bieber, Olivia Rodrigo, Dakota Johnson, Gal Gadot, Lindsay Lohan… priced at only 180 ddoola (about 4.5 million VND).
Most recently, the Singapore-based brand caused confusion when it deleted all posts on its Instagram profile and added 3 posts with messages as a goodbye. Many speculations say Aupen may have been negotiated to be acquired by private corporations or famous investors.
However, fashionistas were also comforted when it was announced that even though the brand stopped working, the website could still be accessed and purchased. This move from Aupen also makes fans expect that best-selling bag models such as Lover, Purpose, and Nirvana will be restocked (back in stock) in the near future.
