What is Maison Goyard? Goyard Luxury Guide (2026)
Have you ever heard of Goyard? Or seen a unique repeating Y-shaped chevron pattern with tiny dots?
Despite the recognizable design, Maison Goyard remains one of the more mysterious brands out there.
Goyard tends to keep a low profile. If a quote were to describe them, it would be "if you know, you know.”
What is Maison Goyard? Let’s demystify that!
What Is Maison Goyard?
Maison Goyard is a French luxury brand that is known for their Goyard totes as well as handcrafted trunks and travel goods in Goyardine canvas.
Goyard history
While the Goyard brand was established in 1853, it started in 1792 when Pierre-François Martin established Maison Martin. It specialized in packaging, such as boxes, cases, and trunks for fragile objects, furniture, clothing, hats, flowers, and other valuable belongings.
Then in 1845 François Goyard joined Maison Morel as an apprentice at just 17 years old where he trained under Pierre-François Martin and Louis-Henri Morel.
François Goyard took over the business in 1853 and renamed it Maison Goyard after Louis-Henri Morel's death. From there, the brand built a reputation for luxury travel.
What is Goyardine Canvas?
Goyard’s luxury monogram is their Goyardine canvas.
It was introduced in 1892 by Edmond Goyard, and it consists of a distinctive triple-chevron design that creates a series of Y-shape.
The Goyardine canvas is made from linen and cotton with a light natural resin coating.
It’s lightweight, flexible, water-resistant, and relatively durable for light daily wear.
Most popular Goyard bags
Just like Louis Vuitton, while Goyard is known for making trunks and travel goods, their handbags became part of their most recognizable products.
a. Goyard Saint Louis
The Saint Louis tote is their most popular Goyard bag out there.
It’s an unstructured, lightweight open-tote with Goyardine canvas and leather handles. The bag is reversible, so you can show the linen-and-cotton interior. But most people will display Goyardine exterior.
While it was originally designed to be a beach bag, it’s commonly recognized as an everyday luxury tote.
The Goyard Saint Louis comes in two sizes: PM and GM.
b. Goyard Artois
The Goyard Artois is like the Saint Louis, but with a more structured and secure design.
That includes its leather corners and a zip closure. Plus, it comes in three sizes: Pm, MM, and GM.
c. Goyard Anjou
The Goyard Anjou is probably the ultimate Goyard. The final evolution of the Saint Louis.
Its interior lining is all leather and still reversible. With the leather lining, it is very well structured and sturdier.
Goyard Bag Price Comparison: Retail vs Preloved
It’s no brainer that Goyard preloved is much more affordable than when you buy new at the store.
Let’s take quick look at the Saint Louis GM prices:
- Retail: $2000
- Preloved: ~$1500
With the rise in luxury prices each year, more people are looking into preloved luxury. The hardest aspect of the preloved market is finding the bag you want in good quality for a price you like.
We have a whole Goyard Bag Price Comparison: Retail vs Preloved guide for you!
Is Goyard worth it?
Whether a Goyard bag is worth it depends on you.
Is it an investment? If that’s an appealing factor, then Goyard is an investment brand with decent resale value.
It’s also a great brand. If you really like the Goyardine canvas and its lightweight construction, then you’ll love the Goyard brand, and it’s worth it for you.
Frequently asked questions
What is so special about Goyard?
Goyard is special because of its lightweighness, durable, and instant recognizable canvas without standing out too much. It’s a perfect quiet luxury for when you’re “in the know.”
Is Goyard cheaper in Japan?
Goyard can seem cheaper in Japan especially if you are converting JYP to USD. But it can cost more to travel to Japan (flight, hotel, travel costs). But a preloved Goyard is going to be the more affordable option.
Is Maison Goyard luxury?
Yes, Maison Goyard is a luxury French brand that is well known for its handbags, but also for its trunks and leather goods.
Is Goyard more luxury than LV?
Goyard and Louis Vuitton are both luxury brands in their own right. However, Goyard has earned a reputation for being a quieter or "understated luxury" than Louis Vuitton.
In closing
So, what is Maison Goyard? While Goyard started as a trunk-making and travel goods company, it became known for its luxury handbags with its distinctive Goyardine canvas.
Whether you are a long-time luxury shopper or a first-time buyer, Goyard offers a range of handbags and other luxury accessories with a recognizable pattern, “if you’re in the know.”