Viral SG bag brand Aupen partners LVMH Metiers d’Art

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Viral Singapore-founded bag brand Aupen is reportedly partnering with luxury conglomerate LVMH Metiers d’Art as it plans to shift its production base entirely to France.

As part of the partnership, LVMH Metiers d’Art will reportedly provide Aupen with advisory and access to the French production facilities that it owns, including farms, tanneries and metal work companies, according to The Straits Times.

This will reportedly ensure that future Aupen products are of made-in-France quality.

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LVMH Metiers d’Art is an initiative that was reportedly created in 2015 under the LVMH conglomerate to support artisans and manufacturing facilities making materials such as leather, exotic leathers and high-quality metal hardware, according to The Straits Times.

Aupen has since reportedly begun product development with Tanneries Roux, a French tannery, and Jade Groupe, which produces metal hardware. Both are reportedly LVMH-owned entities.

Aupen also reportedly said that with its made-in-France relaunch, its products will represent its core brand pillars of craftsmanship, integrity and innovation.

MARKETING-INTERACTIVE has reached out for more information.

This comes shortly after Aupen wiped its Instagram page clean in May, leading many to believe that the brand was closing down.

On May 10, it posted an announcement saying, "farewell Aupen".

"Thank you for believing in us. It's a new world. The doors are wide open for you and your dreams. All you have to do is start," it said.

It added in a followup post that its sales and cusitmer service will remain operational to follow-up with any after sales care, returns or refunds should consumers decide to purchase any products.

It has since continued posting photos of celebrities such as Beyonce and Selena Gomez wearing its bags.

It's site however still holds a banner saying that its design team is on a break, but that operations and customer service is still running. Checks by MARKETING-INTERACTIVE also reveal that all its bags and jewelry on the site are currently sold out.

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