As 2025 kicks off, luxury brands wasted no time launching the year’s first wave of price hikes—and French trunk-maker Goyard is leading the charge. Known for its quiet exclusivity and enduring appeal, Goyard has recently raised prices across its popular lines, including the hobo and Saint Louis totes, with increases ranging from $150 to $260, depending on the city.
For those who already made a purchase, it’s a moment of smug satisfaction. For everyone else, the waitlist only grows longer—and so does the desire. Despite the price hikes, the queues haven’t shortened a bit.
And it’s not just hype—Goyard was recently crowned the #1 luxury brand in terms of resale value for 2024, with a staggering 104% retention rate, edging out even perennial champion Hermès. Compared to other heritage houses like Louis Vuitton and Chanel, Goyard’s value trajectory is soaring.
From Old-Money Secret to Middle-Class Must-Have
Founded over 160 years ago in France, Goyard was once the ultimate insider brand—favorited by royalty and old-money elites, yet famously media-shy and marketing-free. Its monogram predates Louis Vuitton’s by four years, and the brand’s scarcity gave it an air of mystique.
But lately, Goyard seems to be “descending from Mount Olympus,” captivating not only the elite but also the aspirational middle class. It’s now part of the modern commuter’s holy trinity: phone, keys, Goyard.
A Status Symbol That Speaks Without Saying a Word
Long before its mainstream rise, Goyard had already become a staple in wealthy circles—valued not just for aesthetics, but for practicality. Feather-light, water-resistant, and unexpectedly durable, Goyard bags filled the void left by less functional luxury totes.
Take, for example, Harper Seven Beckham, who owns two Goyard bags before even turning 14. Or Meghan Markle, who has been spotted with her beloved Bellechasse Biaude tote both before and after her royal marriage.
Middle-class fans, however, love Goyard not just for its celebrity association, but for its unique balance of low-key luxury and insider appeal. The bags are practical, whisper status without screaming, and cater to those who value function wrapped in exclusivity.
So Exclusive, It Hurts
Despite the growing demand, buying a Goyard bag remains notoriously difficult. With no online store, purchases must be made in person, and stock levels are notoriously unpredictable. Goyard boutiques from Paris to New York often see queues that stretch around the block.
One blogger noted arriving at the Paris flagship before 10 a.m., only to find a dozen people already waiting—and no guarantee of getting in. Even those who do make it inside often find limited stock and strict purchase limits (no more than five bags per person per year).
This blend of rarity and mystique has only fueled Goyard’s cult status, transforming it into a “currency” of the middle class—aspirational yet accessible for those who know how to play the game.
Goyard as an Investment Piece
In a world where luxury brands increase prices annually, few can match Goyard’s resale power. While designer bags holding value isn’t a new phenomenon, Goyard’s ability to thrive in uncertain economic climates makes it stand out.
The Boheme Hobo is currently the most sought-after model—virtually impossible to find, especially in coveted black or red. Meanwhile, the Saint Louis tote, Goyard’s flagship product, continues to be a symbol of smart luxury.
The Saint Louis tote, with its iconic hand-painted Y-shaped dot pattern, is light, roomy, and resilient. The PM size has been especially popular—its price in Europe jumped from €835 in 2020 to €1450 in 2025, an increase of nearly 60%, making it a viable asset for portfolio diversification.
Can’t find a Saint Louis or Hobo? The Saigon and Anjou lines are equally beloved by celebrities and everyday fashionistas alike. Whether it’s Dakota Fanning’s Saigon or Rihanna’s Anjou Mini, each piece adds to the ever-growing Goyard legend.
The Many Faces of Goyard
Goyard isn’t for everyone—and that’s exactly the point. Those who don’t get the hype see only an odd monogram on a floppy bag. But for the “Goyardians,” it’s a symbol of effortless cool, a badge of insider taste, and a gateway to endless personalization.
Owners have begun “Goyard-ifying” every part of their lifestyle: from hanging it on suitcases at airports to bringing it along on high-speed trains or office commutes. These bags aren’t babied—they’re used and abused daily, becoming part of their owners’ routines.
The canvas is tough, water-resistant, and made to be lived with—not just looked at. Users don’t worry about scuffs; instead, they lean into the wear, seeing it as a testament to the bag’s lived-in luxury.
Customization is King
While Goyard offers a spectrum of colors—from black and white to bold green and orange—its hand-painted monogramming and custom artwork services allow buyers to elevate their bag into a truly one-of-a-kind piece.
Celebrities like Sofia Bush and Elle Fanning have shown off their punk and Parisian-styled Saint Louis totes, and influencers everywhere have joined in the trend. Bag charms, DIY art, plush keychains—anything goes in the arms race to personalize Goyard.
In a world of loud logos and fleeting fads, Goyard has mastered the art of the quiet flex. It doesn’t shout—but everyone still hears it. And for a growing number of middle-class consumers, that whisper of elegance, rarity, and resilience is louder than ever.