The history of Goyard
The history of Goyard

The History of Goyard

9.30.24

Goyard: While the name might not be as well-known as Louis Vuitton or Prada, it’s an important one in the realm of high-end fashion. The luxury bag brand was founded in 1792 and has built quite a history. Let’s explore the brand and its influence on fashion over the last few centuries.

Goyard: A History

Why isn’t Goyard as well-known as other high-end fashion brands? Perhaps it’s partly because Goyard’s advertising is minimal at best. The brand doesn’t host fashion shows or do over-the-top product launches. Plus, they lack in e-commerce and stockists. With less hype and more mystery surrounding Goyard and its products, the brand is often marked as elusive and exclusive. Which, of course, high-end consumers tend to love.

But where did this all begin and how is it shaping the present?

Goyard’s Past

Pierre-Francois Martin specialized in making luxury leather goods such as trunks and luggage. Though his company started out as Maison Martin, the company would see a couple of name changes between 1792 and 1853, first to Maison Morel and then to the more well-known Maison Goyard. It was in 1799 that Maison Martin was granted the honorable title of “Official Purveyor” to the likes of Marie-Caroline of Bourbon-Siciles, French and Italian royalty, Duchesse de Berry. Maison Martin was quite popular.

In 1845, Edmé Goyard and his son François traveled to Paris from Bourgogne. It was then that the Goyard name was introduced as François began training under Pierre-Francois Martin and his employee Louis-Henri Morel until Morel’s death in 1852. Then, in 1853, François Goyard purchased Maison Morel, changing the name to Goyard and then to Goyard Aîné, which translates to “elder” in French, in an attempt to create a name for himself apart from his siblings. In 1888, François Goyard would hand the business over to his eldest son, Edmond, and the name would once again change to E. Goyard Aîné. It was during this time that the store became one of luxury and grew in its appeal to international customers.

François Goyard passed away in 1890 and left the company to Edmond. Edmond made his mark by introducing bowls, harnesses, boots, and automobile glasses for common pets into his collection. Then, in 1892, Edmond turned the Y in his family name, Goyard, into the hand-painted Goyardine design that we see today. From 1894 through 1912, Edmond expanded his operations, opening stores and concessions throughout Monte Carlo, Biarritz, the U.S., England, and beyond.

Throughout the 1900s, Goyard continued to expand and gain recognition, winning gold medals at the World Exposition of Milan and the Franco-British Exposition of London.

In 1923, Edmond collaborated with his son, Robert, to continue running the Goyard company with Robert as manager and Edmond as creative director. In 1937 Robert Goyard took over the family business, and in 1979 Francois Edmond Goyard took over from Robert.

Finally, in 1998, Jean-Michel Signoles purchased Goyard, which may have had something to do with the Goyard’s not wanting to manage the business any longer. Jean-Michel Signoles was a French entrepreneur who had plans to revitalize the Goyard business with a focus on its heritage. He opened new boutiques across the Americas, Asia, and Europe, taking the Goyard name to new heights as a brand known for its craftsmanship and exclusivity. And since then, the Goyard name has thrived as an exclusive and highly sought-after brand for the elite.

Goyard’s Present and Influence on Fashion and Luxury

Today, Goyard is still regarded as being highly secretive. The process of making their iconic bags, totes, and trunks is protected, with only a few artists in the know of how Goyard is designed. Everyone loves a good mystery. Here’s all we know about the making of Goyard bags: The material is blended cotton, linen, and hemp and is hand-painted with a chevron pattern.

Despite its secrecy and lack of advertisement, the Goyard brand has quite a following—including from many high-profile celebrities and entrepreneurs the likes of Bella Hadid, Dua Lipa, the Kardashians and Jenners, Rihanna, and more. Goyard’s design is easy, light, and well-made, yet durable and made to last a lifetime. Many materials used are stain- and water-resistant, helping with the longevity of the bag. There are also several limited edition totes that are fan favorites, including the limited edition Saint Louis Claire-Voie totes.

Because Goyard has been a favorite amongst influential people like Karl Lagerfeld and the Duke and Duchess of Windsor, the brand continues to be a beacon of exclusivity and timeless elegance. It is a staple of status and refined taste.

Due to their secrecy in how they make their bags and the fact that they have had a long history of celebrity and royal adoration, the Goyard brand has shaped luxury fashion, influencing how brands position themselves and connect with clients. Not to mention, their creations have been regarded as “stealth wealth,” a type of branding that has no visible logo on its products, which has resonated with other brands like Hermès and Bottega Veneta who have also embraced stealth wealth.

How We Can Help

If you’re looking to give a used Goyard bag its second life with a purchase or consignment, that’s what we’re here for. At The RealReal, our job is to authenticate and help everyday sellers and buyers achieve their dreams of either making passive income or finding and owning a luxurious piece at a good value.

If this sounds like you, visit our Goyard page to find exclusive and authentic Goyard bags—and know that we take extreme care to make sure that everything we consign is 100% authenticated by experts in the field.

If you’re looking to sell with us, it’s easy. We handle most of the work; all we need from you is to bring us your goods and get paid once we sell your items.

We love smart shoppers and smart sellers alike. We’ll do our best to make your dreams come true.

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