One of the world’s most elusive luxury brands turns 170 this year, and the celebration continues with yet another limited edition new release.
François Goyard, who founded the French Luggage brand in 1853, was largely influenced by the legacy of his ancestors, who moved firewood downstream in the Morvan forest. It’s those humble beginnings, along with its roots in trunk-making, that the brand continues to pay homage to as it celebrates 170 years in business.
A Goyard Classic With a Contemporary Twist
Despite Goyard’s shield of mystery, The Goyard Saint Louis Tote remains one of the most recognizable bags in the world, loved by busy moms, jet-setters, corporate execs, and fashionistas alike. Released in 1930 (according to Sotheby’s), the St. Louis Tote is incredibly lightweight and functional, crafted from Goyard’s storied Goyardine, which is a coated canvas material. The original can be personalized with hand-painted letters and/or stripes and stars. The Saint Louis has become an icon for Goyard, synonymous with the Maison, so it should come as no surprise that it is a big part of the brand’s 170th-anniversary celebration.
This year, for its 2023 limited edition, the classic tote is given a contemporary twist, outfitted with a Camouflage motif. Reinterpreting emblematic Goyardine canvas, which is traditionally covered in a signature chevron pattern, the Saint Louis in “Lettres Camouflage” blends the traditional pattern with the letters of Goyard in camo print. Available in Green, Pink, and Blue, the chosen colors are said to have been inspired by the earthy hues of the forest.
Retail is $2,700, for the PM Size, according to TPF Member LVteacher.
images via @goyardofficial
