Goyard Saint Louis Tote: History, Sizes, Colors & Market Value

The Goyard Saint Louis is undoubtedly one of the most recognizable luxury tote bags in the world. Famous for its distinctive Goyardine herringbone canvas, rich heritage, and effortless versatility, it remains a highly sought-after piece in the luxury resale market.

Below is an in-depth breakdown of Goyard’s history, the features of the Saint Louis tote, size and color variations, materials, pricing, and customization options.

About GOYARD

A History Dating Back Over 200 Years

Most luxury enthusiasts instantly recognize Goyard’s signature pattern, but few realize that the house’s origins date back to 1792—predating Louis Vuitton (founded in 1854). This makes Goyard one of the oldest luxury trunk makers in history.

The brand originally operated under the name Maison Martin, founded by Pierre-François Martin as a trunk-making and packaging business. Thanks to exceptional craftsmanship and a varied product range, Maison Martin quickly gained popularity among French nobility and aristocracy, eventually earning royal patronage.

Successors and the Birth of "Goyard"

The signature Goyardine canvas was not part of the original founding design. It was created years later through a succession of dedicated craftsmen:

• Passing the Torch: Pierre-François Martin had no direct heir, so he mentored employee Louis-Henri Morel to take over the business. In 1845, 17-year-old François Goyard joined Morel as an apprentice, beginning his career in the trade. Following Morel’s unexpected death in 1852, François Goyard took over the business. In 1853, he renamed the establishment Maison Goyard, marking the beginning of the house under the Goyard name.

• 30 Years of Growth: François Goyard managed and expanded the company for 30 years before passing leadership to his son, Edmond Goyard, in 1886.

• Creation of Goyardine: Edmond Goyard introduced the iconic hand-painted, dot-patterned Goyardine canvas, which became the brand's defining feature.

Global Expansion Through World Expos

Edmond Goyard took a proactive approach to marketing and global brand expansion:

1. Exposition Success: Goyard showcased its trunk craftsmanship at major international events, winning a bronze medal at the 1900 Paris Exposition, gold at the 1906 Milan Exposition, and the 1908 London Franco-British Exhibition. In the early 20th century, accolades at world fairs were the ultimate mark of international prestige.

2. Retail Footprint: Capitalizing on this recognition, Goyard expanded beyond its Paris atelier on Rue Saint-Honoré, opening three boutiques in France alongside boutique locations in London and New York.
   

What is the Saint Louis Tote?

When people think of Goyard, the Saint Louis tote is usually the first bag that comes to mind. The bag’s popularity exploded in the early 2000s when top fashion designers and artists began adopting it as a daily staple. Today, it remains an undisputed classic worldwide.

Versatility & Everyday Appeal

• Everyday Function: Originally designed as a beach bag, the Saint Louis is completely reversible, allowing it to be turned inside out for carrying wet items after a day at the beach. Today, its versatile design makes it equally suited for casual weekends or business settings.

• Elevated Style: Despite its relaxed tote silhouette, the historical prestige and craftsmanship of the Goyardine print ensure a refined, luxurious look.

• Durability: Built from lightweight yet durable coated canvas that stands up to daily wear without losing its shape or appeal.

Goyard Saint Louis: Sizes & Dimensions

The Saint Louis is offered in two core sizes: PM (Petit Modèle) and GM (Grand Modèle).

Color Variations & Popular Shades

Goyard categorizes its color offerings into Classic Colors and Special Colors.

Classic vs. Special Colors

• Classic Colors (11 Options): Black, Black + Tan, Green, Burgundy (Bordeaux), Navy, Orange, Red, Blue, Yellow, White, and Pink. These serve as core collection offerings each season.
  

• Special Colors: These often involve limited availability, higher rarity, and a higher retail price point compared to classic options.
  

Limited-Edition "Claire-Voie" Series

Introduced around 2018, the Claire-Voie edition features a unique printing technique that creates the visual illusion of the inner lining peeking through the Goyardine canvas pattern. Because these colors have not been reissued, they remain highly collectible:

• 2018: Black + Yellow, Black + Red
  

• 2019: Black + Turquoise Blue, Black + Powder Rose
  

• 2020: Black + Opal Green, Black + Purple
  

• 2022: White + Opal Green, White + Powder Pink, White + Turquoise Blue, White + Yellow
  

• 2024: Pearl Blue, Pearl Green
  

Premium Materials & Construction

• Interior: Soft, durable woven canvas blend made of cotton and linen.
  

• Exterior: Coated canvas treated with a specialized multi-layer printing technique that creates visual depth and long-lasting resilience.
  

Retail & Pre-Owned Market Value

Retail pricing varies based on bag size and color category (Classic vs. Special). Because the PM size is exceptionally popular, it frequently sells out at boutique stores. Consequently, mint or unused PM totes in the pre-owned luxury market can command prices equal to or higher than original retail due to boutique scarcity and annual retail price increases.

Personalized Painting: Goyard "Marquage"

Goyard offers an exclusive, paid hand-painting service known as Marquage.

Craftsmen hand-apply custom stripes, initials, or geometric motifs onto the bag. Beyond identifying ownership, Marquage allows collectors to express personal style and create a truly one-of-a-kind piece.

Final Thoughts

Goyard continues to hold a unique, elevated position among top-tier luxury brands. For those seeking rare colorways or discontinued Claire-Voie editions, exploring verified pre-owned luxury collections offers a premier way to secure coveted pieces.

Explore GOYARD at KOMEHYO USA

Credit: KOMEHYO Japan
Translation / Edit / Localization: KOMEHYO USA