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Aupen: The Cult Luxury Bag Brand Celebrities Can’t Stop Carrying

Discover why stars and fashion insiders are obsessed with Aupen, the affordable luxury handbag disrupting the designer market.

By Medha deb

Created on Sep 30, 2025

Discover why stars and fashion insiders are obsessed with Aupen, the affordable luxury handbag disrupting the designer market.

The world of designer handbags is crowded, yet Aupen has emerged as a new obsession, blending understated luxury with sculptural design and a star-studded following. In just over two years, Aupen has evolved from a passion project in Singapore to a fixture in the hands of icons like Taylor Swift and Selena Gomez, redefining what it means to be a modern luxury accessory.

What Is Aupen and Why Is It Suddenly Everywhere?
Inside the Aupen Phenomenon: Origins and Mission
The Power of Celebrity: Who’s Carrying Aupen?
Signature Styles and Asymmetrical Allure
Editor’s First Impressions: Unboxing and Daily Use
Why Aupen Stands Out: The Philosophy of Understated Elegance
Affordable Luxury: Value for Money Breakdown
Cosmo Team’s Favorite Aupen Bags
FAQs: Everything You Want to Know About Aupen

What Is Aupen and Why Is It Suddenly Everywhere?

Aupen is a young luxury brand known for its sculptural, asymmetrical handbags and newly launched jewelry. Established in late 2022 by founder Nick Tan in his grandmother’s Singapore home, Aupen has rapidly rewritten the playbook for designer accessories by focusing on unique design, meticulous craftsmanship, and quietly effective social media influence.

No flashy logos, but instantly recognizable shapes.
Beloved by stylists and celebrities who value exclusivity and fresh silhouettes.
Prices that defy luxury market norms, ranging from $180 to $420.

At the heart of Aupen’s rise is its distinctly modern take on accessory design, matched by its clever, low-profile approach to branding and celebrity partnerships.

Inside the Aupen Phenomenon: Origins and Mission

Every omnipresent trend has an origin story. For Aupen, the beginnings are as charming as they are unorthodox. Founder Nick Tan started the brand out of his grandmother’s house in Singapore, leveraging her support (and approval) as he bounced around the globe connecting with suppliers and designers.

Brand launched November 2022.
Now boasts a coveted partnership with luxury giant LVMH.
Signature philosophy: Products should stand out by design, not logos.
The ‘Aupen woman’ is imagined as an elegant globetrotter with discerning taste, not a slave to microtrends.

Nick Tan was inspired to challenge the sameness he saw in department stores, aiming for accessories that break away from traditional silhouettes. Today, Aupen’s approach—to keep the focus on the bags rather than personalities—remains a key part of its appeal.

The Power of Celebrity: Who’s Carrying Aupen?

In the world of luxury, few endorsements matter as much as those from celebrities. Aupen’s rise was supercharged by its appearance on some of the world’s most-watched arms.

Taylor Swift: Frequently seen with the black Nirvana bag, including on dates with Travis Kelce and at wedding celebrations.
Selena Gomez: Stepped out with sculptural Aupen designs.
Beyoncé, Kylie Jenner, Hailey Bieber, Olivia Rodrigo, Charli XCX, Rachel Zegler: All spotted carrying Aupen’s signature bags at events and on the street.
Hailey Bieber chose the Purpose bag for her Rhode skincare launch in London.

This visibility is not accidental. Aupen’s design-first, logo-free philosophy resonates with stylists looking for accessories that are luxe but not ostentatious, making the bags a staple for everything from red carpets to after-parties to casual date nights.

Celebrity	Bag Style	Occasion
Taylor Swift	Nirvana	Weddings, dates
Hailey Bieber	Purpose	Brand launch party
Lucy Liu	Nirvana Ice + S-shaped Earrings	TV appearance
Charli XCX	Nirvana	Street style

Signature Styles and Asymmetrical Allure

Each Aupen design feels like a secret handshake for the fashion-conscious, made to be identified by insiders while flying under the radar for everyone else. Aupen’s sculptural, asymmetrical bags are the new currency of quiet luxury.

Nirvana : The breakout hit, especially popular in black. Noted for sturdy structure, elegant minimalist design, and roominess.
Purpose : Features a bold architectural silhouette, a sophisticated metallic clasp, and is perfect as a little black bag for evenings.
Fearless : A slouchier, retro-inspired bag in pristine white leather, beloved as the ultimate accessory for wedding guests and summer styling.
Lover : Slouchy and relaxed, reminiscent of luxury competitors like Loewe but at a fraction of the price.

All Aupen bags arrive in individual dust bags with protected hardware and preserved shapes, reinforcing the brand’s “affordable luxury” ethos at every touchpoint. Subtle details—like plush leather, eye-catching hardware, and the absence of overt branding—set them apart in a saturated market.

Editor’s First Impressions: Unboxing and Daily Use

To get a genuine sense of the buzz, Cosmopolitan’s editor got hands-on with several Aupen bags. Here are the highlights from that first, much-anticipated unboxing and daily road test:

Packaging: Luxury experience with dust bags, intact hardware, and thoughtfully shaped packing to protect the silhouette.
Materials: High-quality leather with luxe finishes, feeling far more expensive than the price tag suggests.
Function: Nirvana was especially roomy, able to handle all daily essentials, while Purpose’s clasp system kept items extra secure.
Versatility: Easily transitions from day to night, and instantly elevates any simple outfit.

Even skeptical editors were won over by the look, feel, and “expensive” vibe—giving Aupen major points for both form and function.

Why Aupen Stands Out: The Philosophy of Understated Elegance

Aupen’s success is grounded in its founder’s insistence on quiet, thoughtful design. This is not the label for those chasing loud monograms or headline-grabbing trends.

The brand does not plaster names or logos over their bags; instead, distinct shapes create cachet.
The Aupen woman is “a globetrotter…with understated elegance,” someone who can “transform a basic outfit with a single accessory.”
Understated design means the bags work at everything from weddings to after-parties, even in low-key daily life.
Versatile, ageless, and globally appealing—the hallmarks of bags made to last across seasons (and Instagram feeds).

According to Nick Tan, it was vital that the bags break away from traditional department store silhouettes. This strong design vision ensures that Aupen combines universality with inventive, fresh shapes that become instant classics.

Affordable Luxury: Value for Money Breakdown

Perhaps the biggest shock: Aupen’s bags retail between $180 and $420, well below the sticker price of traditional designer bags that can easily soar into the thousands.

Despite being carried by major celebrities and crafted with premium materials, Aupen remains a relative bargain in the luxury landscape.
The brand’s ethos emphasizes craftsmanship, versatility, and community—delivering boutique-level quality without bank-busting prices.
Fans often note that every detail, down to the packaging, feels high-end.

This combination of affordable price, celebrity cachet, and chic design has made Aupen a favorite for style-conscious shoppers seeking luxury without the markup.

Cosmo Team’s Favorite Aupen Bags

The Cosmopolitan shopping team couldn’t resist joining the Aupen craze. Here are the standout bags according to the editors and style staffers who tested them in daily life:

Nirvana: Universally loved for its structure, versatility, and ability to add polish to even basic outfits.
Fearless: The ideal wedding-season accessory—its crisp white leather elevates any summer celebration.
Purpose: The essential little black bag for nights out; its edgy shape and secure clasp get high marks for style and practicality.
Lover: For a softer, slouchier carry that still feels luxe and substantial.

Editorial verdict: “We all have an Aupen bag hanging from our chairs now. Consider us officially influenced.”

FAQs: Everything You Want to Know About Aupen

Q: Why are celebrities obsessed with Aupen?

A: The combination of distinctive, logo-free design, top-tier materials, and a sense of insider cachet has made Aupen a favorite of celebrity stylists and A-listers alike.

Q: What makes Aupen bags different from traditional designer bags?

A: Aupen bags stand out with unique, sculptural shapes, understated branding, and a focus on craftsmanship. They’re also more affordable than most luxury competitors.

Q: Are Aupen bags good value for the price?

A: Yes—the quality, finish, and style rival much more expensive designer bags. Buyers note the satisfaction of having a luxury accessory at a reasonable cost.

Q: What are the most popular Aupen styles?

A: The Nirvana, Purpose, Fearless, and Lover models are the best sellers, each offering distinct design elements to suit different moods and occasions.

Q: Where are Aupen bags made?

A: The brand’s origins are in Singapore, and the company maintains a focus on quality materials and ethical craftsmanship during production.

Final Thoughts

Aupen’s meteoric rise proves that fresh vision, rooted in authentic craftsmanship and accessible luxury, can still disrupt even the most entrenched fashion world norms. For those seeking a handbag with cult appeal, star status—and sensible pricing—it’s time to welcome Aupen to your collection.

References

Author

medha deb

Medha Deb is an editor with a master's degree in Applied Linguistics from the University of Hyderabad. She believes that her qualification has helped her develop a deep understanding of language and its application in various contexts.

Read full bio of medha deb