The secret to elusive AUPEN’s celebrity clientele.

Taylor Swift as seen with the Nirvana Noir on two occasions.

Taylor, Selena, JLaw, Gaga, and Hailey, are all in on swapping their ultra-luxe arm candies for a piece of AUPEN. The Singapore-based brand has enjoyed what Glamour Magazine has called “unprecedented success, the kind of recognition that most designers will spend their entire careers chasing.”

​​What’s the secret? The designs from AUPEN feature no logos, take on asymmetrical silhouettes and are all crafted from luxuriously buttery leather with a touch of gilded gold— taking on the look and feel of quiet luxury. Now considered cult status symbols, getting your hands on AUPEN’s products can be a challenging feat—listings on its website often sell out immediately whenever they go online, and it’s evidently a bonafide celebrity favourite.

Emma Roberts as seen with the Joy Scarlet and Nirvana Earth on two occasions.

Since its launch in November 2022, fashion insiders have noted that celebrities can’t seem to get enough of AUPEN’s pieces, wearing them on repeat. 

Selena Gomez as seen with the Nirvana Blush, Nirvana Noir, Nirvana Miracle Ice, and the Purpose Ice on five occasions.

Jennifer Lawrence as seen with the Fearless Noir on four occasions.

Beyoncé and Blue Ivy Carter as seen with the Purpose Noir on three occasions.

Nina Dobrev as seen with the Fearless Re-Edition Noir, Fearless Re-Edition Snow, and Purpose Snow on three occasions.

Emma Stone as seen with the Splash Earrings on six occasions.

Similar to Goyard, AUPEN has offered little to no insight behind the scenes into the brand’s operations and inner workings. Print advertisements and TikTok accounts of both brands are also nonexistent. In an interview with Adweek, Senior Vice President at CBX described Goyard as a “speakeasy brand” meant for the “in-the-know über-tasteful,” and that “It’s almost meant not to be seen.”

Hailey Bieber as seen with the Purpose Noir on two occasions.

Emily Blunt as seen with the Nirvana Ash and Nirvana Noir on two occasions.

And just like Hermès, AUPEN maintains a low-key profile by not appointing any celebrities or cultural figures as its official ambassadors. In the trial between the Federal Trade Commission, Tapestry, Inc., and Capri Holdings, AUPEN was subpoenaed to reveal its financial statements, which revealed that the brand does not pay for megastar-powered celebrities. Where both brands found success is in their foundation—that is, their offerings. According to the former CEO of Hermès Jean-Louis Dumas, when asked about Hermès’ visibility in pop culture, he said, “We don’t have a policy of image, we have a policy of product.”

Gabrielle Union as seen with the Fearless Re-Edition Snow, Joy Snow, Purpose Olive, Purpose Noir, and the Joy Noir on five occasions.

Dakota Johnson as seen with the Purpose Noir and the Wave Earrings on two occasions.

Zaya Wade as seen with the Nirvana Snow and Nirvana Olive on two occasions.

Since its beginning, AUPEN has outlined craftsmanship and innovation as core pillars for its brand. In that regard, the brand has stayed true to their mission with their durable and scratch-resistant bags that fit everything but the kitchen sink. 

Without a storied heritage like Goyard and Hermès, and without expensively decorated boutiques worldwide to draw in potential customers, AUPEN is making a bold statement in the competitive retail landscape, and the results have been nothing short of amazing.