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Choosing the Perfect Goyard Tote: A Style and Investment Guide

Goyard Storefront

Considering a Goyard tote means valuing craftsmanship, exclusivity, and a rich heritage in luxury. In this guide, we peel back the layers of Goyard’s exclusivity, highlight the defining characteristics of their handcrafted totes, and offer a primer on choosing and preserving your Goyard—a symbol of both style and substance.

Key Takeaways

  • Goyard maintains its heritage and exclusivity through consistent craftsmanship and limited retail presence, offering a range of luxury travel bags and specialty items with options for bespoke personalization.
  • Choosing a Goyard tote is not just about style, but also functionality and the personal customer experience, enriched by its variety of colors, sizes, and adaptable designs like the reversible Anjou tote.
  • Ownership of a Goyard piece extends beyond purchase to encompass meticulous care and storage, emphasizing the lasting value and luxury status with professional restoration services available.

The Essence of Goyard – A Brief History

Let’s transport ourselves back in time to 1792, when Maison Goyard, known then as Maison Martin, first laid its foundation in the heart of Paris. With its roots in crafting luxury trunks and leather goods, the brand evolved through name changes to finally become Maison Goyard in 1853. From the start, the brand offered high-quality packing services and specialized items such as horse carriage trunks and coat racks, quickly gaining favor among the French aristocracy. Over the years, Maison Martin served notable figures such as HRH Marie-Caroline of Bourbon-Siciles, Duchess of Berry, carving its niche in the annals of French luxury.

The historic 233, rue Saint-Honoré location in Paris has been home to Maison Goyard since 1834 and has witnessed the brand’s evolution over the centuries. Today, walking into Maison Goyard feels like stepping into a time portal. The air is perfumed with the scent of goyardine canvas, and the walls whisper stories of the brand’s glorious past – a past steeped in tradition, innovation, and excellence.

The Origin Story

Maison Goyard’s origin story is a compelling narrative that intertwines family legacy, craftsmanship, and the evolution of a global luxury brand. The brand was originally established in Paris, where its exceptional craftsmanship gained recognition over time. Following the passing of Louis-Henri Morel, the reins of Maison Martin were handed over to François Goyard, who renamed the company to Maison Goyard in 1853.

The founding Goyard family hailed from Clamecy in Burgundy, where their ancestors worked as log drivers, a profession that inspired the iconic Goyardine canvas pattern. This commitment to heritage is embodied in the preservation of artisanal craftsmanship and traditional methods, setting the brand apart in the luxury market.

The tale of Maison Goyard is not just about a brand; it’s about a family’s devotion to excellence, a devotion that continues to shape the brand’s legacy today.

Goyardine Canvas: The Signature Material

Goyardine canvas is more than just a material; it’s a symbol of the brand’s heritage and craftsmanship. Crafted from three plant fibers—hemp, linen, and cotton—Goyardine capitalizes on their respective properties of water resistance, thermal regulation, and softness. The creation of Goyardine canvas is a painstaking process, involving a base layer of ground color and three additional layers of etching colors to create its distinctive raised pattern.

The Goyardine’s distinctive Chevron pattern is steeped in mystery and emblematic of the brand’s artisanal heritage. Available in a variety of colors, the Goyardine print celebrates the Goyard family’s historical roots as log-drivers through its design. Goyardine canvas is a testament to Goyard’s commitment to preserving its heritage while infusing it with modernity and style. It’s a signature material that has become synonymous with the brand, symbolizing the timeless elegance and sophistication of Goyard.

Expansion Beyond Borders

Goyard’s journey beyond the borders of France is a testament to its global appeal. Under Edmond Goyard’s leadership, the brand experienced its initial international expansion, with branches in notable French cities and trade offices in New York and London. Later, Jean-Michel Signoles’s acquisition of Maison Goyard in 1998 led to the opening of new workshops in France and the establishment of boutiques across Europe, the Americas, and Asia.

Despite its international presence, Goyard’s retail presence remains intentionally exclusive. The brand hosts only 9 directly owned stores and 20 luxe retail distributors worldwide to uphold its image of luxury and heritage. This strategy has allowed Goyard to maintain its exclusivity while expanding its reach across the globe. It’s a brand that is celebrated worldwide, yet remains an elusive gem, adding to its allure and desirability.

Unveiling the Travel Companions

Now that we’ve immersed ourselves in the history and ethos of Goyard, let’s explore the crown jewels of the brand - its range of travel bags. Goyard offers a curated selection of travel bags including the iconic Saint Louis tote, the Artois tote, and the reversible Anjou tote. Each bag is meticulously crafted to meet the discerning needs of the modern traveler, combining style, functionality, and the brand’s signature goyardine canvas.

The Goyard tote collection includes:

  • The Saint Louis tote: a well-recognized symbol of Goyard’s travel collection, prized for its style and versatility.
  • The Artois tote: adds enhanced durability and security to the classic tote design, offering a more robust option for travelers.
  • The Anjou tote: features a reversible design, giving owners the versatility of changing their bag’s appearance while maintaining Goyard’s quintessential elegance.

Each tote is a masterpiece of design and craftsmanship, embodying the spirit of Goyard in every stitch and detail.

The Savile Row Garment Bag

One of Goyard’s standout pieces is the Savile Row garment bag, a travel companion designed to protect suits and dresses during travel. The bag includes a compartment for travel essentials and accommodates two hanging items, furnished with unique Livrée hangers designed to keep clothes wrinkle-free. Practical and lightweight, the Savile Row garment bag is an ideal carry-on item for air travel, offering a versatile carrying strap and available in two different colors to cater to traveler preferences.

The Savile Row garment bag encapsulates Goyard’s ethos of blending form and function, offering travelers:

  • a stylish and practical solution for their travel needs
  • a testament to Goyard’s commitment to creating products that enhance the travel experience
  • a product that upholds the brand’s image of luxury and exclusivity.

Tote Bags for Every Occasion

Goyard’s range of tote bags caters to a variety of travel and lifestyle requirements. These bags come in a variety of sizes ranging from the small PM to the large GM and an XXL size. The Goyard Anjou and Artois totes offer variations in design, with the Anjou featuring four sizes including a Mini, and the Artois offering a more secure structured shape with a zip closure.

The Saint Louis tote includes a detachable pouch, while the Anjou tote is reversible, demonstrating functional features that add to the bags’ versatility. For added security during travel, the Artois tote features four reinforced leather corners and a zip closure.

Customers have praised the spaciousness and durability of the Saint Louis GM tote, noting its ability to carry significant weight, making it ideal for a variety of needs such as errands and travel. Whether you’re heading to the beach or jet-setting across the globe, there’s a Goyard tote bag designed to accompany you on every occasion.

Specialty Items for the Discerning Traveler

For those who seek the truly unique, Goyard presents a collection of limited edition tote bags and specialty items. These pieces offer unique and exclusive designs tailored for discerning customers, adding a level of exclusivity that is quintessentially Goyard. Recent exclusives include limited edition colors like khaki, jet black, metallic silver, metallic gold, and rose gold, enhancing the allure of Goyard’s line.

Thematic limited editions, such as the ‘Balise’ pattern totes, add an element of exclusivity and are coveted by collectors and high-end travelers. The 2024 limited edition Goyard Anjou PM with seahorse embroidery is a testament to Goyard’s dedication to providing unique, occasion-specific items. With each limited edition piece, Goyard showcases its meticulous attention to detail and skilled craftsmanship. These specialty items embody Goyard’s ethos of exclusivity and functionality, making them highly desirable among luxury travelers.

The Art of Choosing Your Goyard

Choosing a Goyard product is a personalized lifestyle choice. Goyard’s prestigious reputation is built on exclusivity, featuring limited quantities, and focusing on bespoke experiences for its clients. The experience of purchasing a Goyard tote can vary by retail location, with some buyers suggesting that buying directly from a Goyard store could offer a more memorable encounter due to the unique presentation of the bags, affecting the selection process.

Whether you’re drawn to the allure of the Goyardine canvas, captivated by the brand’s rich history, or charmed by the craftsmanship of each piece, choosing a Goyard product is a statement of taste and sophistication. It’s about embracing a brand that cherishes tradition, values craftsmanship, and celebrates individuality.

Color Your World with 11 Available Colours

One of the joys of choosing a Goyard product is the choice of color. Goyard offers a wide variety of color options for their products, including:

  • Classic shades like Black with black or gold (brown) leather trim
  • Special colors such as red, green, yellow, sky blue, grey, white, and the newest grege color
  • Occasionally, Goyard introduces limited-edition hues like the Pink color, which has garnered attention and popularity among Goyard enthusiasts.

Customers express appreciation for the unique color options available for items like the Goyard tote, reflecting the brand’s ability to cater to individual style preferences. Whether you’re a fan of classic black or prefer to make a statement with vibrant red, Goyard offers a color to suit your style, allowing you to express your personality through your choice of accessory.

Finding the Perfect Size

Choosing the perfect size of your Goyard bag is crucial to accommodate your travel needs and lifestyle preferences. Goyard offers a variety of tote bags in different sizes to accommodate travelers’ varying needs, from compact carry-ons to spacious check-in luggage. The Saint Louis tote by Goyard comes in three sizes:

  • PM: dimensions roughly measuring 13” x 10” x 5.5”
  • GM: dimensions roughly measuring 15” x 13” x 7”
  • XXL: dimensions roughly measuring 17.5” x 15.5” x 7.25”

Similarly, the Anjou Tote is offered in sizes Mini, PM, and GM, with approximate measurements of 8.25” x 4” x 7.75”, 13.25” x 6.25” x 11.25”, and 15.5” x 13.25” x 8”. For those seeking more structured options, the Isabelle tote in PM size measures about 13.5” x 8.5” x 10.75”, and the Artois tote with enhanced features like matching leather corners and a top zipper comes in PM, MM, and GM sizes with dimensions of 12” x 9.75” x 5.5”, 14.25” x 11.5” x 6.5”, and 17.75” x 14.25” x 9.25”.

No matter your lifestyle or travel needs, Goyard offers a size and style that’s a perfect fit.

Matching Function with Elegance

Goyard’s dedication to matching function with elegance is evident in its products. The exclusivity of Goyard and the unique buying experiences that often involve traveling to one of the limited stores globally enhance the significance of obtaining a Goyard product that is not only functional but also stylish.

Every Goyard product is a harmonious blend of form and function, designed with the needs of the modern traveler in mind. Whether it’s the spacious interiors of a Saint Louis tote or the protective features of a Savile Row garment bag, every Goyard product is a testament to the brand’s commitment to creating functional yet elegant designs, making them a sophisticated lifestyle choice.

Caring for Your Goyard

Now that we’ve explored the history, products, and purchasing process of Goyard, let’s turn our attention to caring for these precious items. Owning a Goyard product is a privilege, and it’s important to ensure that these items are properly maintained, stored, and cared for to ensure their longevity and pristine condition.

From regular maintenance tips to storage solutions and professional care services, this section will provide you with essential advice on how to care for your Goyard products. These tips are designed to help you maintain the appearance and condition of your Goyard canvas and interior, ensuring that your cherished items remain in the best possible condition for years to come.

Regular Maintenance Tips

Proper maintenance is key to preserving the longevity and beauty of your Goyard products. Here are some tips to keep in mind:

  • Clean the Goyard canvas with a soft, lint-free cloth using large motions to avoid intensive and repetitive rubbing that can cause abrasion.
  • For spills, it’s crucial to dab the area as soon as possible to prevent stains.
  • The interior of the bag can be maintained using a soft brush to gently remove dust.

It’s important to avoid all commercial cleaning products or treatments as they can permanently damage the Goyard canvas and leather. A bag organizer inside the tote can help maintain its shape and prevent stress on the canvas, while also keeping the interior clean from potential stains. Regular rest periods are recommended to ensure the longevity of Goyard products. By following these simple maintenance tips, you can keep your Goyard items looking like new for years to come.

Storage Solutions

Proper storage of your Goyard products is essential to prevent damage and maintain their original form. When not in use, Goyard items should be:

  • Stored in a dry place
  • Avoid exposure to direct sunlight or heat to prevent damage and discoloration
  • Protected with their provided felt cloth or dust-bag to shield them from light and excessive heat
  • Avoid the use of plastic for storage

Following these guidelines will help ensure the longevity of your Goyard products.

Label each dust bag or box for easy identification of stored items using visual labels such as photos if convenient. Ensure that Goyard handbags are stored in an upright position without squeezing the handle, while clutches and small items should lie flat to maintain their original form. Store Goyard products away from humidity and prolonged exposure to light or extreme temperatures to maintain their condition.

By implementing these storage solutions, you can ensure that your Goyard products remain in pristine condition, ready for your next adventure.

Professional Care and Services

While regular maintenance and proper storage are crucial, it’s equally important to seek professional care and services for your Goyard products. Maison Goyard provides repair and restoration services through their global Comptoirs, ensuring that your cherished items receive the care they require from a dedicated team. To maintain the condition of your Goyard items, it’s recommended to periodically seek professional cleaning or renovation services.

Professional cleaning services are advised for addressing stubborn stains or thorough cleaning, helping to avoid damage to the goyardine canvas and leathers. The restoration process at Goyard works meticulously to return bags to their original splendor, in line with the brand’s heritage and traditional craftsmanship. By entrusting your Goyard products to the brand’s professional care services, you can ensure that they continue to uphold the brand’s image of luxury and exclusivity.

The Goyard Community – Testimonials and Stories

Goyard is more than just a brand; it’s a community built on shared appreciation for exquisite craftsmanship and timeless elegance. From celebrities to everyday customers, Goyard has touched the lives of many, creating memorable moments and inspiring stories. In this section, we’ll explore the experiences of Goyard customers, including celebrity endorsements, customer reviews, and memorable moments with Goyard products.

Hear from the celebrities who endorse the brand, learn from the experiences of other customers, and be moved by the touching anecdotes of travelers who have shared significant life journeys with their Goyard totes. These testimonials and stories reveal the deep satisfaction and emotional bond that Goyard customers have with their products, taking us beyond the tangible to explore the emotional significance of owning a Goyard.

Celebrity Endorsements and Sightings

Goyard’s appeal extends to the world of the rich and famous. Many celebrities have significantly contributed to the esteem and recognition of Goyard by choosing its products for their sophisticated lifestyle have been seen carrying the Goyard Saint Louis Tote, highlighting its status as a celebrity favorite.

Diverse models of Goyard bags, like the Saigon Bag and Sac Hardy Bag, have been preferred by celebrities including:

  • Gwyneth Paltrow
  • Kim and Kourtney Kardashian
  • Reese Witherspoon
  • Kerry Washington

These celebrity endorsements serve as a reference, validating the brand’s status as a luxury icon, creating a strong aspirational appeal for Goyard products.

Customer Reviews and Feedback

Goyard’s customers are its biggest advocates, and their reviews and feedback provide valuable insights into the brand’s products and services. Customers express satisfaction with Goyard’s exclusivity and the sophisticated image due to the brand’s limited advertising, which contrasts with other designer brands.

Customer reviews frequently mention the Goyard tote as a durable and versatile companion, having endured multiple trips while remaining stylish. Goyard’s exquisite craftsmanship and personalization services receive high praise in user testimonials. These reviews and feedback provide a testament to the brand’s commitment to quality and customer satisfaction, reinforcing its reputation as a leading luxury brand.

Memorable Moments with Goyard

Goyard products are not just mere accessories; they are travel companions that share in life’s memorable moments. Travelers share touching anecdotes about their Goyard totes which have accompanied them on significant life journeys, becoming a sentimental piece of their travel gear.

One memorable customer story involves a Goyard trunk that has been passed down through generations, symbolizing both the brand’s durability and family heritage. These anecdotes highlight the emotional bond that customers form with their Goyard products. It’s not simply about owning a luxury item; it’s about cherishing a piece of history, a piece of art, and a constant companion that shares in your life’s journey.


We’ve journeyed through the world of Goyard, exploring its rich history, its exquisite product range, and the art of choosing the perfect Goyard. From the artisanal craftsmanship of the Goyardine canvas to the brand’s dedication to the exclusivity, we’ve delved deep into the essence of Goyard. We’ve also learned about the proper care and storage of Goyard products, ensuring they continue to reflect the brand’s image of luxury and exclusivity.

Owning a Goyard product is more than a status symbol; it’s a personal lifestyle choice that reflects sophistication, timeless elegance, and a cherished connection to a brand with a rich heritage. Whether you’re a seasoned Goyard enthusiast or a newcomer to this world of luxury, we hope this guide has inspired you to explore the allure of Goyard, a brand that embodies the fusion of tradition and modernity, craftsmanship and style, exclusivity and functionality.

Frequently Asked Questions

Why is Goyard so hard to buy?

Goyard is hard to buy because of its high exclusivity, making it challenging to get a hold of their creations or place a custom order unless you are a VIP client with an established relationship and live near a boutique.

Is Goyard owned by Louis Vuitton?

No, Goyard is not owned by Louis Vuitton. Jean-Michel Signoles purchased Goyard in 1998 and has remained the owner.

Why is Goyard so expensive?

Goyard is expensive because its bags are handcrafted by skilled artisans using traditional methods, with meticulous attention to detail and high-quality materials. It's a luxury brand that values craftsmanship and exclusivity over mass production.

What is Goyard known for?

Goyard is known for its luxury trunks and leather goods, celebrated for their exceptional craftsmanship and the signature Goyardine canvas.

What is the Goyardine canvas?

The Goyardine canvas is a distinctive material made from a blend of hemp, linen, and cotton, known for its iconic Chevron pattern that represents the brand's heritage.


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