Brand names, logos and monogrammed bags may draw attention, but nothing quite compares to the relatively pared-back designs of indie handbag label Aupen, whose sleek calfskin purses have become fashion’s latest must-have. The brand has pumped out several covetable, since sold-out designs – a remarkable feat, considering it is only 19 months old. While celebrity outreach has “helped move the needle forward”, the brand says its ethos – based on the values of craftsmanship, versatility and community – has been crucial to its success.
“From the get-go, we knew we wanted to be a product-first brand. The focus was always to be on the bags themselves,” says Aupen’s commercial director – who, in line with the rest of the Aupen team, has requested to stay anonymous, a stance that has drawn a lot of attention. This has been a strategic choice, one aimed at directing consumers’ attention solely to the bags themselves, rather than the various personalities behind the business.
“I think that what we are doing [as a small brand] is quite disruptive. Rather than chase each fashion season like other niche brands, we want the design and functionality of our bags to be the main point for consumers to focus on,” they add. Team Aupen sat down with the Post to dive deeper into the brand’s success, design process, and the creative legacy it aspires to.
To grow as a brand, we knew we wanted to opt for a digital-first strategy. We don’t have any physical stores and chos.
