90% matchLouis Vuitton
The other 1850s Paris trunk maker, monogram canvas
What changes: Global scale, heavy advertising and full runway fashion
Brand profile
Goyard
French trunk maker founded in 1853, known for hand-painted Goyardine chevron canvas totes and trunks, and for shunning advertising.
ParisOrigin
UnisexFocus
Quiet luxuryStyle
$$$$$Price
What to know about Goyard
No ads, no interviews, few doors
Privately held by the Signoles family since 1998, Goyard runs without advertising or press access, trading mainly through its historic Rue Saint-Honoré boutique in Paris.
The chevron canvas is hand-painted
Goyardine, the printed chevron canvas applied by hand, carries the Saint Louis and Anjou totes, Boeing bags, wallets, pet carriers and made-to-order trunks.
Personalisation is the real service
The marquage service hand-paints clients' initials, stripes and monograms, so pieces at this price tier are usually specified rather than bought off the shelf.
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What changes: Footwear and tailoring rather than trunks and totes
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What changes: Woven leather and fashion cycles, no travel trunks
Brand facts
Goyard is a Parisian trunk maker descended from Maison Morel, renamed after François Goyard took over the workshop in 1853. Privately held by Jean-Michel Signoles and family since 1998, it stays deliberately discreet, avoiding advertising and press interviews. Production centres on the hand-painted Goyardine chevron canvas, seen on Saint Louis and Anjou totes, Boeing travel bags, wallets, pet carriers and made-to-order trunks. A bespoke marquage service hand-paints clients' initials, stripes and monograms. Flagship trade runs through the historic Rue Saint-Honoré boutique in Paris.
- Founded
- 1853
- Origin
- Paris, France
- Made in
- France
- Price
- $$$$$
- Focus
- Unisex
- Facts checked
- August 2026
- Styles
- Quiet luxury, Minimalist / Contemporary