Why Is Every Celebrity Obsessed With Aupen Right Now? I Tested It to Find Out

When something sounds too good to be true, it usually is. So when affordable luxury brand Aupen began popping up all over my social feeds, I initially dismissed it as targeted algorithm bait designed to separate me from my money. But then I saw Taylor Swift carrying the sculptural Nirvana on a date night with Travis Kelce. And then again to a wedding. And then Charlie XCX with the same bag but styled in her distinctly chaotic-cool way.

Soon, it seemed like every celebrity stylist had discovered the same secret. More of my favorite style muses were spotted with Aupen bags on their arms, and I finally gave in and got my hands on a few. Now, everyone on my team’s side of the Cosmo office has an Aupen bag hanging from their chair, too. Consider us officially influenced.

Aupen’s distinctive asymmetrical designs have become fashion’s equivalent of a secret handshake—immediately recognizable to insiders while flying under the radar of mainstream luxury. They might not be as in-your-face as an all-over monogrammed bag or emblazoned with a flashy logo, but that’s precisely why they’ve quietly dominated social media, red carpets, and even the wedding circuit, where they’re now practically standard issue for stylish brides at after-parties. All this from a brand that’s barely two and a half years old and started in the founder’s grandmother’s house. That’s the kind of overnight success story most designers only dream about.

When I caught up with founder Nick Tan in Paris to witness the brand’s newest jewelry launch, I had to know the secret to Aupen’s meteoric rise. But first…

What Is Aupen?

ICYMI: Aupen is a luxury brand known for its sculptural handbags and (recently launched!) jewelry. In just over two years, Aupen has rewritten the playbook for designer accessories. What began in founder Nick Tan’s grandmother’s Singapore home in November 2022 now counts Taylor Swift and Selena Gomez as devotees and boasts a coveted partnership with LVMH.

“When Aupen first started, it was just me running around to different parts of the world to promote it while my grandma received the samples at home,” Nick recalled sentimentally during our Paris meeting. I asked if she offered design feedback. “She’s just like, ‘whatever you do is perfect.'” And after experiencing the brand firsthand, I gotta say retweet.

Nick’s inspiration to start Aupen came from what he saw in the luxury market, but not in the way you’d expect. “When I looked at department store shelves, all the bags looked pretty similar,” he explained. “I wanted to create something that would break away from traditional silhouettes,” a goal that manifested in Aupen’s now-signature asymmetrical designs.

With such a clear vision for the products, I had to know if there was an equally defined vision of who would carry them. Who exactly is the Aupen woman? “She is a globetrotter. She embodies an understated elegance when she walks into a room. And I think she’s very knowledgeable and well-read, but she doesn’t necessarily try and chase the next TikTok trend,” Nick told me. This philosophy of “understated elegance” is precisely what makes these bags so versatile. As he put it, “You want to have just one accessory where if you’re wearing a basic outfit—a white T-shirt or blouse and just jeans—you can just pop it on, and it’ll transform your look.”

Which celebrities have worn Aupen?

Aupen has caught the attention of A-listers spanning wildly different style camps. In just over two years, the brand has amassed an impressive roster of celebrity fans that reads like a who’s who of pop culture: Taylor Swift, Selena Gomez, Beyoncé, Kylie Jenner, Hailey Bieber, Olivia Rodrigo, Charli XCX, and Rachel Zegler have all been spotted with the sculptural bags. What’s surprising? Most Aupen bags range from just $180 to $420—a fraction of what traditional luxury designer bags usually cost.

Taylor Swift has been photographed multiple times with the black Nirvana bag, bringing it to Jack Antonoff’s wedding events and on dates with Travis Kelce. Hailey Bieber has been spotted carrying the sleek Purpose bag on multiple occasions, including to her Rhode skincare launch party in London, while Lucy Liu recently paired the sparkling Nirvana Ice bag with Aupen’s signature S-shaped statement earrings during her appearance on The Tonight Show with Jimmy Fallon.

With so many celebs giving Aupen their stamp of approval, we had to see for ourselves if these bags live up to the hype. The Cosmo shopping team got our hands on several of the brand’s best-selling styles to put them through their paces in real life. Spoiler alert: There’s a reason why Aupen is the new It-bag everyone’s talking about—and below, we’re giving you our unfiltered thoughts.

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Nirvana Noir

Meet your new little black bag (or LBB, if you will). The best-selling original Nirvana is a bag that’s been spotted on everyone from Taylor Swift to Rachel Zegler. Senior Commerce Director Rachel Torgerson raves about the craftsmanship: “The quality and construction of this bag is very high. It holds its shape with nothing inside, the zipper glides very smoothly, and all the hardware has a luxurious weight and finish to it.” Fair warning though—it’s “not the most functional for day-to-day, especially being a Kindle girlie.” But when it comes to evenings out? Pure magic. “This bag is perfect for a night out. It beautifully holds the essentials (wallet, keys, phone, lip gloss) and then some while still being able to close.”

The bottom line: This is the kind of bag that elevates every outfit it touches, even if it means leaving your novel at home sometimes. Worth it? Absolutely.

Nirvana Deluxe Noir

The Nirvana Deluxe is the Nirvana that really gets it right. The Deluxe takes everything beloved about the original and supersizes it for real-world functionality without sacrificing that signature sculptural appeal. Take it from Rachel: “The black XL version of the bag fit my Kindle (rejoice!) and also features a taller shape that still feels unique, and therefore worth the price point!” For her, this bag checks all the boxes: “In order for me to buy a black handbag, the design really needs to feel special and also fulfill major functions. I think this bag delivered on that in a major way.”

The expanded size means you can finally carry your daily essentials, plus extras, without compromising on style or struggling with space constraints. It’s the rare bag that works as hard as you do while looking like it’s not even trying.

Nirvana Crochet

Finally, the perfect summer bag. The Nirvana Crochet takes Aupen’s beloved asymmetrical shape and gives it a raffia makeover that somehow manages to feel both laid-back and polished. Rachel is already plotting: “This is the kind of purse that makes you excited for the summer or vacation. I literally can’t wait to wear it to my next tropical destination, where it would be the perfect little outfit completer for sunset dinners.”

What makes it work? “This honestly might be the perfect evening bag for warmer weather outfits, in that it goes with everything, can be dressed up or down, and is big enough to hold the must-haves (room key, wallet, phone) but small enough to still be dainty and not take up too much room in a suitcase,” she explains. It’s one of those rare pieces that actually delivers on the promise of effortless summer style—you know, the kind that looks like you just threw it on but somehow always works.

Nirvana Buckle

Consider this the Nirvana’s more practical sibling. The Buckle version swaps the original’s braided handle for a sleek adjustable strap that actually works with your lifestyle. Wearing a chunky coat? No problem. Need to go hands-free while juggling coffee and your phone? This bag adapts. The streamlined design strips away the fuss while keeping all the sophistication that made the original a celebrity favorite. It’s the kind of bag that slides seamlessly from weekend errands to dinner plans without missing a beat. The clean lines and premium leather construction mean it elevates even the most basic outfit—think elevated minimalism at its finest.

If you’ve been eyeing Aupen but want something more functional than decorative, this is your entry point. It proves that sometimes the most understated option makes the biggest statement. Perfect for anyone who appreciates good design but needs their accessories to actually work for their busy life.

Nirvana Suede Chocolate

According to Rachel (and basically everyone on Cosmo‘s staff), this is “the cutest fall and winter bag for going out, hands down. I’m not lying when I say people stopped me on the street about this bag and started up convos with me in the elevator to figure out where it was from.”The rich chocolate suede and gold hardware prove to be surprisingly versatile. “The multi-dimensional brown colors work with so many different outfits, but I loved doing black and brown moments and denim looks with this bag specifically,” Rachel notes. Plus, “the little charm that comes with the bag is so cute, dressing it up a little more than it would be otherwise.” It’s the kind of bag that makes every outfit feel intentional, even when you’re just running errands. It’s the kind of bag that makes every outfit feel intentional, even when you’re just running errands. Consider it your confidence boost in suede form.

Nirvana Chain

“Not to be dramatic, but I’ve only had the Nirvana Chain bag for a few weeks and it’s fully replaced my four-purse rotation!” says Cosmo‘s Associate Shopping Editor Meg Uy. “At this point, I grab it without thinking because it goes with literally everything.” What makes it a closet staple? How versatile it is. “This bag just does it all! Whether it’s errands, a coffee run, or a night out with friends, it’s my ride-or-die when I’m only carrying the essentials (aka my cardholder, phone, multiple lip products (non-negotiable), AirPods, etc). It fits them all like a dream,” Meg explains. The gold chain adds just enough edge without being flashy, and the convertible strap means you can switch from shoulder to crossbody in seconds.

Meg’s honest take? “As a shopping editor who’s tried more bags than I can count, there are plenty of under-$100 options out there that pull off a similar vibe. But if you’re on the hunt for something classic, made with quality materials, and versatile enough to wear with anything, this one delivers.” It’s the kind of investment piece that makes getting dressed effortless—and who doesn’t want that?

Nirvana Tweed Noir

This textured take on the Nirvana brings that designer-quality feel without the flashy logos, and according to Cosmo‘s Shopping Editor Hannah Oh, “you wouldn’t mix this up with a $25 dupe.” She’s impressed by the craftsmanship: “The bag doesn’t collapse on itself, the zipper is smooth, the embellishments feel weighty,” and notes that the pearl charm adds that “X-factor I’m always looking for in a purse.”

The asymmetrical shape takes some getting used to when filling it with things, but it fits all the dinner date essentials with room to spare. It’s the kind of bag that’s chic, different, and feels genuinely special.

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