Dubbed “fashion’s most mysterious brand”, you may not be familiar with Goyard, but you’re certainly not alone! Zero advertising, no official e-commerce, and very few stockists (Stateside, Goyard is only available at Barneys and Bergdorf Goodman in New York and two stores in California), it’s a wonder how this brand has claimed and maintained such a respected title in the business of luxury!
In a time where companies are forced to rely on digital sales and social media engagement, Goyard shuns it all and still manages to hold its own against its competitors and some of the most coveted brands in the world. Their website proudly proclaims that it doesn’t make seasonal products and they even decline interviews with press! When Racked.com reached out to them, they politely declined and explained that their “official policy is to not speak directly to the press,” and that this is something they “literally never do.” So how does it maintain such a sought after status?
Their A-list clientele is a start, everyone from the Olsen sisters and Kardashians to Chelsea Handler and Sophia Bush have been snapped and papped sporting a Saint Louis, the brand’s most popular style. Hilary Duff even transformed hers into a baby bag, naturally causing a surge of yummy mummy’s to make a beeline for Barneys.
Founded in 1853 by François Goyard, they have been been customising their trunks for centuries, but the fashion empire didn’t really take off until the ’90s. They are recognised as one of many last few French malletier de luxe, and customisation has become their key. The luxury fashion house can inscribe just about anything you want on it!
So, have you heard of Goyard before? And if you have, think about how you found them? The mysterious brand seems to be full all the sartorial secrets, and just happens to be one of our newest additions to The Luxury Closet handbag family!
Shop the Goyard Saint Louis Totes at The Luxury Closet
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