In a shocking turn of events, Singapore's luxury handbag brand Aupen is laying off staff amidst a brewing trademark dispute with American giant Target. As uncertainty looms over the company's future, employees received layoff notices, marking a turbulent chapter for a brand that seemed to be on the rise.

The situation escalated when Target reintroduced its intimates and sleepwear line, Auden, in July 2024, prompting Aupen to face heightened scrutiny due to the striking similarities between their names and branding. This conflict has drawn the attention of the Intellectual Property Office of Singapore (IPOS), which is now involved in assessing the situation.

Aupen's troubles come in the wake of significant success; founded by former national swimmer Nicholas Tan in 2022, the brand quickly captured the spotlight with its unique asymmetrical leather handbags, boasting a celebrity fan-base that includes Taylor Swift, Beyoncé, and Kylie Jenner. After a high-profile collaboration with LVMH Métiers d’Art in July 2023, Aupen appeared to be thriving. Now, however, with products removed from their website and terse statements confirming layoffs, the brand’s trajectory is uncertain.

In an exclusive statement, an Aupen spokesperson confirmed the layoffs, thanking employees for their contributions during this challenging time. The initial team consisted of more than ten members, although the exact number of layoffs remains undisclosed.

Meanwhile, on September 9, the National Gallery Singapore faced a separate crisis as a fire broke out, leading to an evacuation and temporary closure of the esteemed museum. Fortunately, no artwork was damaged, and the Singapore Civil Defence Force responded promptly. Investigations into the cause of the fire are underway, with museum authorities prioritizing visitor and staff safety.

As Singapore grapples with these unfolding stories, the spotlight remains firmly on Aupen, where the stakes have never been higher amid legal challenges and operational uncertainty.