Founded in 1853, a year earlier than Louis Vuitton, Goyard began as a trunk-making house. Over the decades, it attracted a devoted following that included Pablo Picasso, Coco Chanel, and Karl Lagerfeld.
With just a few keywords, insiders can immediately identify this storied maison: Goyard.
For a long time, Goyard occupied a unique position in fashion. It was discreet, niche—very much a “if you know, you know” brand. Recently, however, it has surged across social media. Most viral posts aren’t about styling tips or history, but simple show-and-tell: at airports, train stations, on the street, in parks, cafés. Sometimes the bags are stuffed to the brim; other times they’re completely empty, collapsing softly on themselves. When you spend around $2,800 on a bag, that kind of unrestrained nonchalance is exactly the point.
Even more surprising is Goyard’s rise as an “investment bag.” On the resale market, prices have climbed steadily, earning it a reputation as a wearable financial asset. According to resale platform reports, Goyard has achieved a 104% value retention rate, surpassing Hermès to become the top-performing brand in the personal luxury resale market.
Scarcity plays a major role in this appeal. Goyard operates only 35 boutiques worldwide, compared with Hermès’ more than 300. There is no e-commerce. The official website and apps are view-only—no prices, no checkout. These deliberate limitations are precisely what fuel its desirability and resale strength.
Take the iconic Saint Louis Tote, for example. Its retail price has remained stable for years, with an upward trend. On the secondary market, well-kept pieces often resell at or near retail, and certain colors even command a premium.
So if Goyard is now “worth investing in,” which pieces stand out most?
Hardy Tote — The Obvious First Choice
The first must-have is undoubtedly the Hardy. Its origin story is charming: a custom order from a client who wanted a bag specifically to carry her cat—named Hardy.
The Hardy shot to fame after a viral image of someone casually using it to carry a tennis racket. The gray version instantly became the most sought-after color. With its open top and visible contents, the bag radiates an effortless, lived-in ease.
Owners describe it almost unanimously: comfortable to carry, incredibly lightweight. Despite a generous 40 cm width, it weighs only 0.91 kg, an almost unmatched figure in its category. Color options are plentiful, but gray remains the hardest to find.
Styling-wise, it’s nearly foolproof. Put it on, and it gives off a carefree “whatever” attitude. The signature Goyardine canvas is fully on display—recognizable without being loud.
Alpin Mini Backpack — Small but Mighty
Matching the Hardy in popularity—and resale performance—is the Alpin Mini Backpack, named after the French Alps. It features a charmingly vintage trio: detachable shoulder straps, a top handle, and classic leather buckle closures.
At 23 cm high and 19 cm wide, it’s compact for a backpack, but its astonishing 0.355 kg weight makes it exceptionally practical. It easily fits a phone, a small wallet, and everyday essentials without ever feeling heavy.
Many users say that if they were limited to buying just one bag in a year, it would be the Mini Alpin.
All classic colors are available in theory—but in practice, none are easy to find. If you come across a color you like, buy it. If you want a fail-safe option, classic brown is the strongest choice: timeless and universally flattering on this model.
Saint Léger — A Long-Term Classic
When discussing backpacks, the Saint Léger is unavoidable. It’s a design that has quietly endured for decades. Boxy, rugged, even a little rough around the edges, it feels almost too casual. The closures and straps are intentionally simple and old-school.
That apparent lack of design is precisely what makes it stand out among luxury backpacks. Another major plus: Goyard’s backpack straps are independently detachable, preventing uneven wear over time.
Weighing just 0.825 kg, it’s a standout in its class. Whether full or empty, it maintains that signature relaxed silhouette. Fans often describe it as “the perfect travel companion” and “a true long-term piece.”
Rouette — One Bag, 22 Ways to Wear
Another embodiment of long-term design is the Rouette. Built from modular leather components, it looks clean and structured at first glance. Its real magic, however, lies in versatility.
Thanks to its sliding fixed strap, foldable sides, magnetic closure, and leather flap, the Rouette can be worn in 22 different ways. The brand officially demonstrates only a handful—owners are encouraged to discover the rest on their own.
As always with Goyard, color choice is best left to fate.
For Tote Lovers: The Final Word
Many still hold a deep affection for Goyard’s totes, famed for feeling almost like carrying nothing at all. The Saint Louis is now easier to find than during its peak years. If your collection already includes a similar tote, consider targeting the Anjou Mini Tote or the Boheme Hobo instead—harder to find, but absolute must-haves.
Their approximate retail prices are:
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Anjou Mini Tote: ~$2,600
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Boheme Hobo: ~$2,350
Both deliver a level of lightness and ease that few other brands can match. The Mini Tote can sometimes be found in boutique if you’re lucky with color. The Hobo, on the other hand, is currently almost always sold out. In some regions, purchases are even limited—often two bags per passport, and only in different styles.
In the end, practicality wins.
That’s the story of today’s red-hot Goyard—a brand I personally adore. Using a monogram, yet pushing lightness, functionality, and beauty to the extreme, Goyard makes going out feel effortless. You can load the bag without a second thought, knowing it will never weigh you down.
