GOYARD

GOYARD bags are from a century-old French trunk maker founded in Paris in 1853. Founder François Goyard started by customizing aristocratic travel trunks, predating LV by a year. Still family-run, it positions itself as a niche, high-end luxury brand targeting discerning older generations. While considered one of the pioneers of travel trunks alongside Hermès and LV, Goyard insists on "no celebrity endorsements, no online retail, and very few stores worldwide," cultivating a loyal following of high-net-worth individuals through word-of-mouth and bespoke services. It's the brand known as "dog-tooth bags" on Chinese social media platforms like Xiaohongshu.

The brand's most distinctive feature is its Goyardine coated canvas with the Y-shaped monogram: introduced in 1892, predating the LV Monogram, this linen-cotton blend with a hand-coated finish is lightweight, soft, and waterproof. From a distance, it may appear as leather, but those in the know can instantly recognize it.