Although it started out as a stationery brand, home-grown The Paper Bunny, co-founded by Ms Jaime Lee and her husband, Mr Justin Tan, has become known for its puffy bags that draw long queues on launch days.Most likely by the puffy bag slung around her body, from home-grown labels The Paper Bunny or Beyond The Vines.
The deceptively simple handbag-meets-crossbody style was launched in January 2023. It took the island by storm and has become the brand’s most sought-after product. “When people think of The Paper Bunny, they don’t think of stationery any more,” the 38-year-old says. The founders of local accessories brand Good Totes, Ms Yoyo Zheng and Mr Daniel Yap, both 27, note that their puffy products are significantly more popular in Singapore and Asia than in the United States, where about 40 per cent of their customer base reside.“As Korean fashion has a notable influence on Singapore, we believe the trend gained considerable momentum when Blackpink’s Jennie popularised the COS puffer bag in early 2022,” says Ms Zheng.
The Croissant Sling is now its bestseller, with puffy products making up nearly 40 per cent of total sales, says Mr Yap.It is also no coincidence that these fuss-free bags, mostly priced under $100, have risen in popularity as purse strings tighten around the world.For the cost of a designer bag, one can buy more than five Puffer Swings to match different outfits, TPB’s Ms Lee points out, adding that most of her customers own more than one bag in the design.
Ms Lee figures that people like the bag because it is lightweight, easy to maintain and can be carried every day – “less precious than a luxury bag”. As part of its anniversary celebrations, it opened a second store in November 2023, steps away from its outlet in Ngee Ann City. Called TPB Element Pop-Up, it displays mainly bags and clothing.
While in the midst of designing an in-house bag line, TEM’s founders decided to first bring in South Korean bag brand Carlyn to test the market. They noticed how the brand’s soft, quilted crossbody bags were taking off in Seoul and selling out at pop-ups in Bangkok, says Mr Kiong, 41.TEM secured exclusivity to distribute Carlyn in Singapore in August 2022 and he says the launch surpassed expectations.
Following its upcoming backpack launch, the team from TEM – taking its cue from the runway shows of global fashion brands – predicts larger, slouchier bags to be the next big thing.
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