Yahoo Lifestyle Taylor Swift & Kylie Jenner's fave bag brand launches jewellery collection
When the likes of Taylor Swift, Selena Gomez, Lady Gaga, Olivia Rodrigo, Charli XCX, Priyanka Chopra and Kerry Washington are all spotted toting the same bag – and an uber cute one at that – you bet we sit up and take notice. With Aupen's bag swinging from half of Hollywood's shoulders, seemingly overnight, the Singapore label was just as quickly propelled into the spotlight.
Turns out, we weren't the only ones who spied the new brand on the block. Add in the fact Hailey Bieber and Kylie Jenner are also known Aupen fans, and it wasn't long before every bag sold out, with the brand's site shutting down shortly after.
Fast forward six months and as swiftly as it disappeared, Aupen returned in November of last year with a full re-stock of its hero arm candy, the Nirvana. The same bag that captured the attention of the A-list (and everyone else, tbh) in the first place. Already this year, it's been carried by Anya Taylor-Joy and Jenna Ortega.
The restock is the result of a new partnership between the brand and LVMH Métiers d’Art, a prestigious leader in the production of luxury goods whose entities work with some of the biggest designer brands in the world including Chanel, Louis Vuitton and Schiaparelli. Excitingly, as well as relaunching its bags (now crafted in genuine leather versus the vegan leather of the original Aupen designs), Aupen has dropped its Sinner Earrings, the first of its new jewellery collection made in partnership with LVMH.
Aupen first expanded into jewellery in early 2024, with Dakota Johnson and Emma Stone spotted wearing pieces from the debut collection. Now, due to popular demand, Aupen has reimagined the product category entirely, and the Sinner Earrings seem a fitting first release. Featuring an S-curve design and handcrafted using gold-tone metal with crystals, they're a statement design made for date night dressing.
“We saw huge success with our first jewellery collection, so are excited to be re-entering the category bigger and better through the support of the talented artisans and craftsmen from LVMH Métiers d’Art’s world-renowned supply chain,” says brand founder, Nicholas Tan. “To us, this launch marks the beginning of a new era for Aupen.”
There's no denying the affordable price point was a big reason behind the immense popularity of Aupen's bags. For fans hoping for much of the same from the brand's new jewellery line, no luck this time (sob). The Sinner Earrings are, admittedly, a more expensive offering, retailing for £655. Though Tan is quick to justify this.
“There is a corresponding reason why we price something, that’s the basis behind which Aupen operates,” he explains. From the intricate design of the Sinner earrings to the hefty craftsmanship credentials LVMH Métiers d’Art promises, these earrings may be an investment buy, but they're something you'll be able to wear forever with no worry of irritated ear lobes, unsightly green tinging, or product tarnishing. “Aupen is about delivering the products that the girls can enjoy. It really warms my heart when people can actually use and access [our products]. That's when I feel that the brand has been successful.”
Sinner Earrings
Having had a sneak peek at what else is to come in the jewellery collection, Cosmopolitan UK can confirm it is indeed set to be bigger and better than before – and just as iconic as Aupen's iconic asymmetrical handbags.
“I’m still in awe of the incredible journey our brand has experienced since our founding in November 2022. In just two short years, we’ve grown in ways we couldn’t have imagined,” Tan says, reflecting on the small operation he initially launched, run out of his grandmother's home, the two of them managing stock. “This drop feels like both a celebration of that growth and an exciting step into our next chapter.”
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