Taylor Swift-Approved Bag Brand Aupen Receives Investment Interest From Major Fashion Conglomerates

By Thea Felicity

May 14, 2024 12:09 PM EDT

2023 MTV Video Music Awards - Show
NEWARK, NEW JERSEY - SEPTEMBER 12: Taylor Swift accepts the Best Direction award for "Anti-Hero" onstage during the 2023 MTV Video Music Awards at Prudential Center on September 12, 2023 in Newark, New Jersey.
(Photo : Mike Coppola/Getty Images for MTV)

Singapore-founded bag brand Aupen, celebrated by stars like Taylor Swift, has piqued the interest of investors, including major European fashion conglomerates and private equity firms. 

According to sources from The Straits Times, Aupen has recently garnered attention from industry giants like H&M Group and Prada Group.

While Aupen's spokesperson confirmed H&M's approach, they refrained from commenting on Prada Group's interest. 

This is a major yet rare occasion when a Singapore-founded fashion brand has attracted investment from such prominent industry players.

Unlike many other brands, Aupen is currently independently funded.

The said changes about the brand were speculated after Aupen recently deleted its Instagram posts. However, a spokesperson reassured that while the design team's departure is temporary, the brand's day-to-day operations will not be affected and will continue normally.

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Aupen's Celebrity Customers

Aupen's popularity further surged after its products were found regularly sported by celebrities like Taylor Swift,  Beyonce,  and Olivia Rodrigo. It's worth noting that the brand's international design team, based in Singapore and the United States, has contributed to its widespread appeal among A-listers.

One of the standout moments for Aupen was when Taylor Swift was photographed carrying its Nirvana bag during a high-profile event. 

Aupen's bags, available in a range of materials, including real and faux leather, cost between $244 and $569.

READ MORE: Taylor Swift's $4.3 Billion Economy Contribution Made Possible by Swifties Buying Merch

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