SINGAPORE BAG

Aupen founder Nicholas Tan was initially told he would not make it because he did not have the right qualifications, but his bag brand has gone viral and is now collaborating with LVMH's artisanal arm Metiers d'Art

- Louisa Lim

Securing an interview with Mr Nicholas Tan, the Singaporean founder of Aupen, is no easy feat. After weeks of back-and-forth emails, the stars finally aligned for a Friday night Zoom call on Nov 29.

I first met the Paris-based 35-year-old at a yacht party in Singapore in September. At the time, his identity as the man behind the viral online-only bag brand was still a topic of speculation.

But I knew exactly who he was. Watching him effortlessly navigate the room, it was clear that the same air of purpose and quiet confidence driving Aupen were also deeply woven into his personality.

Mr Tan appeared on my screen promptly at 8pm, exuding a sharp focus and a more reserved demeanor compared with the relaxed charm he displayed at that party.

Tonight, he is all business, ready to dive into the story of Aupen – a label that has taken the fashion world by storm.

"It's funny," he says, leaning into the camera. "Everyone thinks Taylor Swift launched us when she carried our bag (while out) with Travis Kelce. But that wasn't the first time."

The moment he is referring to – a paparazzi shot from October 2023 of the American pop star leaving a New York City restaurant with her American football star-boyfriend Kelce – went viral, with Swift clutching Aupen's US$420 (S$560) black Nirvana bag.

That single photo ignited a frenzy, catapulting searches for Aupen to new heights.

However, Mr Tan is quick to set the record straight.

"The first time Taylor carried the bag was actually to (American producer-songwriter) Jack Antonoff's wedding in August," he says, a smile breaking across his face at the memory.

"I saw it on her Instagram and was so happy," he adds, admitting that he is a Swiftie.

He says Swift's use of the bag was not a planned placement, nor are the sightings on a slew of Hollywood actresses.

That, according to him, is what makes Aupen stand out.