The Singaporean brand has ensnared the high priestess of pop to carry their newest bag

Sharing her latest arm candy on Instagram Stories. Screen shot: madonna/Instagram

Madonna joins a list of American stars courted by Singaporean brand Aupen to carry one of their bags. But unlike others, such as Beyoncé, Olivia Rodrigo, Selena Gomez, or Taylor Swift, Madonna was not showing off a regular Aupen handbag. She shared on her Instgram Stories, just five hours ago, one on her arm that appeared to be made of crocodile skin. Although the black bag has been identified as an output under the LVMH ‘Haute Maroquinerie’ initiative, it seemed to share the by-now-recognisable shape of Aupen’s signature ‘Nirvana’. Looking somewhat hippie in a blue, long-sleeved, polka-dotted blouse with pleated flounces on the neckline and on the cuff, as well as a pair of patchwork denim jeans, Madonna’s photo included the rather cryptic text, “Today Is In The Bag!”

Reportedly, the bag is the first issue of what has been much talked about: Aupen’s accent to couture, conceived with one of LVMH’s Metiers d’Art, which was set up to offer very bespoke services non-clothing items. ‘Haute Maroquinerie’, which means ‘High Leather Goods’ in French and denotes the “pinnacle of craftsmanship”, is not, however, available to the general public, even if you are immeasurably wealthy. Only Louis Vuitton’s “most esteemed and loyal clients” are offered invitations to partake in the program. Which means, going to a store to buy a Neverfull will not score you that invite. Additionally, you must have “established relationships” with specific boutiques, according to LVMH’s communication material.

Only Louis Vuitton’s “most esteemed and loyal clients” are offered invitations to partake in the program. Which means, going to a store to buy a Neverfull will not score you that invite

It is not clear if Madonna has such a rapport with any LV store, or if she even needed a “relationship” to be offered a chance to own an ‘Haute Maroquinerie’ bag, whether by Aupen or others. It’s highly probable that Madonna was gifted the Aupen bag. That is, of course, speculative without direct confirmation from Madonna or Aupen, but the pattern of Aupen’s celebrity visibility strongly points towards gifting and organic adoption as the primary drivers. The brand’s founder Nicholas Tan, in fact, told CNA last year about their marketing strategy—the bags are given to the stars. “It’s one thing to gift our bags to them,” Mr Tan said, “but for them to actually walk out with them is always a pleasant surprise.”

It isn’t certain Madonna has walked out with her very expensive arm candy, but one social media post is enough publicity than those stars showing off their rooms full of Birkins. Boasting about Birkins, while certainly a display of wealth, usually comes across as performative and less about the product itself than status symbol it projects. For a brand like Aupen, a genuine—or seemingly genuine—public appearance with a major celebrity like Madonna provides a level of legitimacy, aspiration, and viral marketing that far surpasses the impact of a celebrity simply showcasing their existing, well-known collection. It’s about influence and perceived endorsement, not just placid ownership. Madonna’s post offered a moment of cultural currency, not a dubious flaunt of an entire collection of established luxury.