In a shocking turn of events, Singapore-based handbag sensation Aupen, celebrated by A-list celebrities like Taylor Swift and Beyoncé, is issuing layoff notices to its employees as it grapples with a trademark lawsuit from retail giant Target.

An official spokesperson from Aupen confirmed the layoffs, expressing gratitude for the contributions of their team. However, the future of the brand remains uncertain, and sources are tight-lipped about its current operational status and employee count.

Founded in 2022 by former national swimmer Nicholas Tan, Aupen has made waves in the fashion industry with its unique asymmetrical leather designs. The brand gained considerable attention and a dedicated fanbase after partnering with luxury conglomerate LVMH, only to be challenged now by Target's recent legal maneuvers.

Target's lawsuit, which has escalated tensions, stems from its registration of the "Auden" trademark—allegedly posing phonetic and visual similarities to Aupen's brand. Aupen raised eyebrows when it shared the lawsuit letter on Instagram, underscoring the fierce competition in the retail space.

The stakes are high as Aupen must navigate these turbulent waters. The recent direction from Singapore's trademark office indicates that foreign investments, such as Target's, could take precedence.

Aupen's unique handbags have been a favorite among style icons, fuelling discussions about intellectual property rights in a climate where fashion brands are continually battling for distinction.

Meanwhile, Target continues to expand its market presence with nearly 2,000 stores across the U.S. and reported impressive second-quarter sales of $25.21 billion, showcasing the cutthroat nature of retail competition. As the dust settles, the fate of Aupen and its loyal customer base hangs in the balance.