Singapore-based fashion brand Aupen partners with LVMH Metiers d'Art, plans to shift production base to France
Aupen aims to make new products available in 2025.
In 2023, Taylor Swift was spotted carrying an Aupen bag on one of her dates with Travis Kelce. (Photos: Aupen)
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Singapore-based fashion brand Aupen, whose fans include Hollywood celebrities such as Taylor Swift and Olivia Rodrigo, announced on Jul 3 that it has embarked on a partnership with LVMH Metiers d'Art – one of the arms of French conglomerate LVMH Moet Hennessy Louis Vuitton.
The announcement comes months after reports of Aupen receiving investment interest from several firms.
Through this partnership, LVMH Metiers d’Art will give Aupen advice and access to the French production facilities that it owns, including farms, tanneries, and metalwork companies.
Aupen has reportedly started product development with LVMH entities such as Tanneries Roux – the oldest French tannery, whose clients include Hermes and Louis Vuitton – and Jade Groupe – a metalwork company whose clients include Chanel and Schiaparelli.
According to Aupen, this partnership is part of its plan to entirely shift its production base to France.
Aupen addressed the circumstances of the partnership in a statement to the press, saying that both companies "discovered a shared vision and commitment to creating quality, timeless products rather than following fleeting trends", adding that LVMH was "particularly impressed by Aupen's rapid traction in the market".
Aupen also clarified that LVMH will not hold any equity in it, allowing Aupen to remain independent. It aims to release its first designs with LVMH Metiers d'Art in January 2025.
For now, only already-launched designs, such as Nirvana bags, will be sold on Aupen's website.
