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A former gold-medallist swimmer for Singapore’s national team, the 35-year-old subsequently made history as the first Southeast Asian man to front a global luxury campaign and latterly has architected Taylor Swift-approved handbag brand, Aupen. It’s a trajectory that has always ultimately pointed in one direction – skyward. Now, having arrived at the industry’s apex, he’s finally pausing to take in the view.
Nicholas wears vest KARMUEL YOUNG, shorts XIMON LEE, boots SANDRO, underwear BOSS
Words SOFIA FERREIRA
The clock strikes 5 pm sharp on a late-January Thursday as I navigate the dimly lit corridors of Paris’ Madame Rêve, the five-star haunt favoured by the cult crowd, where Nicholas Tan and I are both staying for the weekend. Outside, the sun casts a golden haze over the French capital, the city already flirting with the first whispers of spring as the fashion community descends for Haute Couture Week. The festivities are drawing to a close in the next 48 hours, but opulent dresses and designer debuts weren’t what occupied my mind when I boarded the Eurostar from London – AUPEN was.
For the past year, Tan’s name has echoed quietly through industry circles. The man behind AUPEN – Singapore’s breakout accessories label,founded in 2022 – had, until October 2024, remained something of an enigma. But the brand’s potential has been undeniable. With Hollywood stylists snapping up its signature geometric leather bag, the Nirvana, it has become a fixture on the arms of the most influential names in fashion and pop culture, week after week, being papped from New York and Los Angeles to Paris. Taylor Swift, Olivia Rodrigo, Charli xcx, Lucy Liu, Selena Gomez, Beyoncé, Hailey Bieber... the list of fans is as impressive as it is eclectic.
Nicholas wears headpiece KOWLOON CITY BOY, vest TIBI from HARVEY NICHOLS, short DRÔLE DE MONSIEUR from HARVEY NICHOLS
Nicholas wears coat, trousers HARRISON WONG, shoes VERSACE
In just two years, the brand has firmly established itself as a force to be reckoned with. Yet, when Tan opens the door to his suite – dressed in blue jeans, a T-shirt, and runners, flashing a grin as warm as the Parisian sun, surrounded by every snack and beverage you could dream of – a recalibration of expectations feels necessary. He’s far from the typical, arrogance-fuelled fashion mogul. Despite being the engine behind the rising label, his demeanour side steps every cliché: no airs or theatrics, just an effortless charm and confidence, a disarming generosity, and a clear aversion to unnecessary formality. He’s not interested in rigid, scripted interviews, we’re here for a sit-down that feels more like a catch-up between old friends. After years of watching his creations blossom from the sidelines, Tan is finally ready to step back into the spotlight. And he’s fully embracing his role as the architect of his own narrative.
“I think more people knew us from those celebrity sightings, but, in reality, it was really the culmination of the foundation and brand-building we’ve been doing behind the scenes for the past two years,” he tells me. We’re discussing a very specific paparazzi shot of Taylor Swift and boyfriend Travis Kelce on a date night in New York City, which catapulted AUPEN into glossy headlines at the end of 2024. “When that happened, it elevated brand awareness to a whole new level. But that wasn’t actually the first time she had worn it,” he laughs cheekily. Jack Antonoff’s wedding to Margaret Qualley, that was the real start of Swift and Aupen’s love affair.
Nicholas wears trousers HARRISON WONG
Given the scale of its success, it’s almost impossible to picture a time when AUPEN wasn’t at the forefront of Tan’s ambitions. But, in reality, fashion wasn’t his first gateway to the big leagues. Growing up in Singapore, he initially made waves as a 18-year-old gold medalist swimmer for the country’s national team at The Southeast Asian Games. As the sport and his profile in the country grew, he quickly attracted the attention of both local and international brands, leading to a steady stream of modelling opportunities. In 2014, he became the first male Southeast Asian face of Dolce & Gabbana’s global campaign – a career-defining moment for many, though for Tan, it was merely the beginning. After relocating to the United States and earning a bachelor’s degree in Biology from Harvard University, he joined technology giant Garena (now Shopee) as one of the company’s early team members. Following Garena’s IPO, Tan turned his entrepreneurial eye to fashion, launching a showroom in Asia in 2018. There, he introduced the works of celebrated designers such as Belgium’s Dries Van Noten, London’s David Koma, and French-American Joseph Altuzarra to the Asian market.
“A lot of my work in the showroom involved translating the artistic vision of creative directors showcased on the runway into products that would actually sell to consumers, celebrities and influencers,” he explains. “I was already playing the role of an editor to ensure the business thrived. I stepped into the light to show that sometimes, all you have to do is to start. If a brand from Singapore can make it on the global stage, so can you.
Nicholas wears briefs DSQUARED2
Nicholas wears hat MAISON MARGIELA, top COPERNI from HARVEY NICHOLS, eyewear MARCHON
That moment arrived in 2022. Tan is the sole founder and owner of AUPEN, but he counts on the support of a carefully curated team, based in Singapore, to help bring his design ideas and vision to life. “I wanted to introduce something with a different silhouette to the market,” he says. “I noticed that if a girl was wearing a simple outfit – like a white t-shirt and jeans – adding the right accessory could instantly elevate her look, making it chic, expensive, and unique. And I realised, a bag could be that difference.”
Breaking through the saturated world of fashion is no easy feat. While Tan often credits AUPEN’s success to the universe and a touch of luck, it quickly becomes apparent after just a few minutes in his company that to attribute it solely to fate would be an oversimplification. “Okay, I wouldn’t say luck,” he says with a smile. “But we definitely benefited from the organic support of celebrities. That’s given us tremendous brand awareness. We’ve created a product that our customers truly desire. They want to wear the bags. These days, we even have to turn down some requests in our DMs because we can’t keep up with the demand,” he laughs.
Nicholas wears coat, blazer, shirt, tie, shoes BOTTEGA VENETA
Nicholas wears briefs DSQUARED2
The big headlines also helped AUPEN catch the attention of what would soon become a major partner for the brand’s next chapter: LVMH. The luxury conglomerate, known for its craftsmanship and high fashion, has opened the doors of its France-based ateliers to AUPEN through its LVMH Métiers d’Art initiative. In this partnership, LVMH’s in-house teams will support AUPEN’s production of luxury handbags and accessories, improve quality control and grant access to a network of craftspeople and luxury producers from around the world. “The values they have really align with AUPEN’s,” Tan explains. “There’s a natural synergy. We both want to create iconic products that stand the test of time. This support allows us to make pieces that, until now, I could only imagine. It will allow me to bring to life products that only lived in my mind.”
The first product from the new collaboration is a reimagined version of the brand’s iconic seed charm, the Lumière Charm, created in partnership with the renowned Jade Group, responsible for producing some of the finest metals for luxury houses like Chanel, Schiaparelli and Louis Vuitton. “The seed has sprouted,” he remarks with a smile as we discuss the new design. “As the brand grows, so too will the journey of this seed.” From Singapore to Paris, Tan’s story often feels as though it’s been plucked from a manifestation board. So, I ask him to reflect on what this moment means. “For me, especially as a Singaporean, it feels surreal,” he begins. “When I started this, I never imagined, in a million years, that I’d be sitting here in Paris having these conversations. And now, I know this is just the beginning.”
Nicholas wears headpiece KOWLOON CITY BOY; vest TIBI from HARVEY NICHOLS; shorts DRÔLE DE MONSIEUR from HARVEY NICHOLS
Headpiece KOWLOON CITY BOY
Photography by Win Tam
Fashion Director Luke Day
Styling by Anthony Tong
Words by Sofia Ferreira
Editor Andrew Wright
Art Director Michael Morton
Production Director Lola Randall
Junior Art Director Natasha Lesiakowska
Hair by Yansong Zhang
Make-up by Lucas Lu
Set Design by Chuer
Producer Andy Lee
Line Producer Zongxiang Li
Photography Assistants Zhenxi Li, Weilong Liu
Styling Team Anson Wong, Ho Ling Cheung Ka chun
