You know a classic Goyard bag when you see it. The silhouette, called the Saint Louis, has been a quiet, steady presence in street style for decades: a two-handle canvas tote painted in a painterly monogram print, in colors ranging from chocolate brown to bright orange, and accessorized with matching accessories. Matching leather handles. It was designed as a beach bag decades ago (it’s also reversible), but its limited stock and luxe materials make it more of a street-style status travel bag.
While this Goyard bag isn’t new—the brand opened in 1853, and the Saint Louis style even predates the Louis Vuitton Neverfull—it’s experiencing something of a renaissance. It’s showing up in all three sizes throughout Fashion Month Street Style in colors ranging from green (paired with leopard print) to sky blue (paired with dark suiting). Last week, Hailey Bieber packed an extra-large Goyard bag for her new Rhode Barrier Butter, filled with all her new parent essentials. In the wild, Goyard bags are carried on the shoulders of New York City businesswomen and New England suburbanites. They are even a status symbol for high-low clothing this The Secret Lives of Mormon Wives.
The real sign of the Goyard bag wave sweeping our wardrobes is in the resale market, where buying consignment styles often leads to wider trends. Sales of Goyard canvas and leather handbags are up 16.5% this year, according to data shared in Fashionphile’s Ultra Luxury Resale Report. Fashionphile website marketing manager Kimberly Bickle also told me that searches for Goyard Saint Louis bags increased by 57% last year.
Hailey Bieber carried an oversized Goyard bag in her Instagram post for Rhode.
(Image source: @rhode)
Dakota Fanning carries a “small” Goyard Saint Louis handbag when running errands.
(Image source: Getty Images)
Bickle said more than one Goyard bag is high on shoppers’ shopping lists. Since 2021, Goyard’s Saint Louis bag and mini Anjou tote have been regulars on the site’s “Hot Items” list.
Celebrity fans of Saint Louis handbags don’t just include Hailey Bieber: from the mid-2010s to today, everyone from Rihanna to the Kardashians has been carrying one to the airport Or on a business trip. But Bickel said the brand’s growing appeal has more to do with the feeling of carrying the bag than who buys it in the first place. “Goyard is known for its exclusivity, rich heritage and enduring quality,” she said.
Nor does its pedigree hinder its practicality. “I think another reason it’s become popular recently is that as more people return to the office, people need practical and stylish handbags to carry to work,” Bickel said. “Its size and weight are perfect for carrying a laptop and many other daily necessities.”
In street style, editors clashed the plaid pattern of Goyard bags with animal prints and oversized suits.
(Image source: Getty Images)
Some It-bags feel very Gen Z-oriented, such as the Coach Brooklyn or Zip Curve bags. Others, like the Gucci Blondie bag, are only for European insiders. Goyard’s bags seem to be cross-generational, favoring women who truly know their taste. Fashionphile reports that women aged 55 and above most often buy Goyard Saint Louis. But as street style proves, other generations have caught on.
Goyardine St. Louis PM navy blue
Goyard Goyardine St. Louis PM Green
