Goyard epitomizes exclusivity. It does not advertise. It does not throw promotional parties. It does not seek celebrity endorsements. It does not give interviews to the media. It does not list or sell its products online. Everything one needs to know about the French malletier can be found in a book dedicated to its history; however, only 233 (a reference to Goyard’s flagship address at 233 rue Saint Honoré) copies of it were printed, it will never be published again, and it can be read by appointment only.
This makes learning about its bags difficult (if not, almost impossible). Here is what we do know.
The majority of Goyard’s bags are crafted of Goyardine, a coated canvas material that was introduced by Edmond Goyard in 1892. Inspired by the family’s history as log drivers in Burgundy, he piled dots to form a consecutive ‘Y’ pattern (creatively highlighting the brand name’s central letter instead of its first). While the material used to be hand-painted, it is now printed in successive layers to give it a textured effect. Though it was originally released in black, it has since been offered in a variety of colors (most notably, a limited-edition pink that was produced in 2008, and has since become coveted by collectors). Like everything else at Goyard, the exact Goyardine manufacturing process is a well-kept trade secret.
Goyard prioritizes consistency. It does not release new designs every season. Distancing itself from ever-changing trends, Goyard has a very tightly edited assortment of products. Producing only pieces that are meant to last, it offers four product lines: travel goods (including trunks, vanity cases, and weekenders), men’s and women’s bags and accessories (including handbags, backpacks, crossbody bags, briefcases, wallets, and business card holders), pet accessories (including collars, leashes, and bowls), and special orders (custom-made pieces).
Goyard’s Tote, known as the Saint Louis, is its most popular style. Crafted of Goyardine and simple canvas, the Saint Louis is reversible. It is available in three sizes (PM, GM, and XXL). With more to carry, the Saint Louis’s large and unstructured body makes it the perfect option. Gwyneth Paltrow, Meghan Markle, Selena Gomez, and seemingly every Beverly Hills mom and frequent flyer have been seen toting the Saint Louis.
Due to the Saint Louis, Goyard is now recognized by the masses; however, it still maintains its elusiveness through its bespoke designs, which are known only by the customer and the trunk maker (the same person handles the order from beginning to finish, marking it with a serial number and their initials in case it ever needs to be repaired). Considering they are very influential members of society (among them: royal families, legendary fashion designers, and musicians), Goyard respects the privacy of its clientele. However, due to their uniqueness, a couple of custom pieces have become quite famous. At the request of Sir Arthur Conan Doyle, the author of Sherlock Holmes, Goyard created a trunk that morphed into a mobile office. And, for Michelin-starred Chef Alain Ducasse, Goyard made a trunk to store all his cutlery. Each special order is the result of close creative collaboration between the customer and Goyard.
Whether you are looking for a piece that is regularly produced or a rare, special-made collectible, browse our selection of pre-loved Goyard Bags.