From Bella Hadid to Rihanna, This Luxury Bag Is a Calling Card of Wealthy Celebs


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If you've ever spotted a beautiful leather bag with a barely visible logo and intricate interlocking pattern, then Goyard's designer handbags are already on your radar. Leather bags from this 200-year-old Parisian luxury brand are coveted by fashion lovers because it is the holy grail of opulent accessories: instantly recognizable yet difficult to attain. And that's 100% intentional.

The Goyard company is notoriously mysterious. Its business is built primarily on word of mouth and referrals. It doesn't advertise, and there are only a handful of brick-and-mortar stores in the whole world. It is this elusiveness that has attracted celebrities, royalty, and fashion die-hards for years. And it has worked for centuries. 

The Goyard we know today evolved from the original designs of boxes and trunks by craftsman Pierre-François Martin, one of the master trunk makers of the era. The first member of the Goyard family joined the business in 1845 as an apprentice, and years later, Edmond Goyard opened what would be Goyard's iconic boutique on rue Saint-Honoré in Paris.

As of the 1990s, the Goyard brand has become an internationally recognizable brand while still managing to retain the high-quality craftsmanship, beauty, and exclusivity that made Goyard items desirable more than a century earlier. And its exclusivity is still a significant part of the Goyard mystique.


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WHO: Kerry Washington

WEAR: Goyard Saint Louis PM Tote


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WHO: Rihanna

WEAR: Goyard Croisiere Bag

How much is a Goyard bag?

When shopping retail, Goyard bags can range from $500 for smaller styles to over $1000 for larger bags. Prices also vary by color and print. For example, a basic tote in black or tan will be less expensive than the same design in green, blue, or yellow. 

Of course, custom-made handbags get even pricier and can cost over $5000 depending on the bag style, color, material, and embellishments desired.

If you're in the market to buy a Goyard bag secondhand, you should not expect to find a deal. A simple black Saint Louis tote can range from $1200 to $4000, depending on the condition of the bag.

And beware of fakes: Any sizable Goyard bag costing less than $1000 on the resale market may not be properly authenticated.


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WHO: Zoe Saldaña

WEAR: Goyard Saint Louis PM Tote


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WHO: Rihanna

WEAR: Goyard Saigon Top Handle Bag

Is it worth it to buy a Goyard bag?

Goyard bags are prized in part for their exclusivity. And because they can only be purchased at certain places, they tend to be priced even higher when sold secondhand. So as far as an investment bag goes, it's a pretty safe bet as long as you take care of it. 

That said, determining the value of a bag is different for merchants and buyers. While the quality construction and materials used in Goyard bags are superb, it's also important to consider other factors: How often will you wear the bag? Will the color work with the rest of your wardrobe? Does this particular style feel timeless to you? 

Also, higher-end bags that tend to be custom creations can also be of different value to the buyer and seller, particularly on the secondhand market. Does the bag have personal details that are meaningful, such as a monogram, or other embellishments? Rare bags that are unique but not overly personalized tend to carry the highest value in the resale market but may be priceless to their owners. 

So while we say yes, it is worthwhile to buy a Goyard bag, ultimately, the decision is a personal one that must factor in material, design, price, color, and utility. Hopefully, any bag purchased will be enjoyed and admired no matter the final cost. 


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WHO: David and Victoria Beckham

WEAR: Majordome Case


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WHO: Bella Hadid

WEAR: Goyard Comor Tote

Can you purchase Goyard online?

The short answer is no, you cannot purchase a Goyard bag directly from the retailer online. In fact, the Goyard website does not disclose any prices, and it is nearly impossible to find current retail figures for any of the bags elsewhere online. 

The longer answer involves searching for the specific bag you want at a specialty boutique, premium department store, or reputable reseller. Again, these options can be limited to just a few items or styles and can often only be purchased in person. 

Fortunately, there are a handful of Goyard stores in the United States, including in New York City, Chicago, Dallas, San Francisco, and Beverly Hills. Each store will offer a different selection of bags and only carry certain designs or colors. If you go to Goyard's Paris boutique, however, you may find exactly what you're looking for—or at least find out the latest retail price. 

If you want to learn more about Goyard, or simply browse some of the brand's most popular styles, keep scrolling. We've pulled 10 of Goyard's best bags in a variety of colors—just remember it's best to make your purchase IRL to ensure that your bag is the real deal and worth the investment. 


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WHO: Hailey Bieber

WEAR: Goyard Jouvence Toiletry Pouch


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WHO: Rosie Huntington-Whiteley

WEAR: Goyard Goyardine Richelieu Wallet

1. Cap-Vert PM Bag

2. Belvédère PM Bag


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3. Saint Louis GM Bag

4. Anjou Mini Bag

5. Artois MM Bag

6. Monte-Carlo PM Clutch

7. Bohème Hobo Bag

8. Isabelle Bag


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9. Saïgon PM Bag

Up Next, The 10 Most Popular Designer Bags Ever

Drew Elovitz
Director of Content Strategy

Drew Elovitz is originally from Pittsburgh, Pennsylvania, but has spent the last decade living and working in New York City. She earned a master's degree in media and popular culture from New York University, then began her career on the internet as the Twitter voice of Barbie. She worked previously at Who What Wear as the director of content strategy and also spent several years leading the social media teams at Teen Vogue and Entertainment Weekly. You'll find her byline on the site around topics such as celebrity fashion, must-have basics, beauty favorites (particularly nail polish), and wellness tips and tricks. Her personal style tends to favor the classics: She loves crisp white button-downs, sneakers, and skinny jeans—and no look is complete without a great pair of oversize sunglasses and a trusty leather jacket. After she finishes reading the entire internet every day, she can be found dining out at her favorite restaurants, trying new beauty treatments, or indulging her historical-fiction habit.