In a shocking turn of events, Singapore's luxury handbag brand Aupen has laid off its staff, placing the future of the company in jeopardy as it grapples with escalating legal disputes over its trademark.

The brand, known for its unique asymmetrical leather handbags, has been under significant strain since Target, a major American retail giant, revamped its intimate apparel line, Auden, in July 2024. Aupen’s name has been flagged for bearing striking phonetic and visual similarities to Auden, prompting legal challenges that have reached the Intellectual Property Office of Singapore (IPOS).

Employees received layoff notices earlier this month, leading to uncertainty regarding Aupen's operational capacity. A representative for Aupen confirmed the layoffs, stating, "Notice has been given to our staff, and we are grateful for their contributions." It’s unclear how many employees remain as sources have been unable to confirm the brand’s current headcount.

Founded by Nicholas Tan, a former national swimmer, Aupen quickly became a sensation in the fashion world, attracting a celebrity clientele that includes the likes of Taylor Swift, Beyoncé, and Kylie Jenner. Just last year, the brand celebrated a prestigious collaboration with LVMH Métiers d’Art, which further solidified its reputation.

In an alarming move that reflects the brand's troubles, Aupen has removed all products from its website and now displays a cryptic image of a brown tote bag alongside a mockup of a chain of custody form, hinting at the severity of the legal issues it faces.

As Target’s trademark conflict continues to unfold, Aupen's fate remains uncertain, leaving fans and consumers alike hoping for a resolution and the brand's revival.