WHEN A WHISPER IS LOUDER THAN A ROAR : BROOKLYN BECKHAM

Dec 13, 2015

The fashion industry is running at breakneck speed. It’s a keeping up with the Joneses business-wide malaise that leaves very lil room for any alternative avenues for brands. Except, that is, for Goyard.


Goyard is the anti-fashion fashion brand. It has long ago gone off the grid. From the beginning, way back in 1853, the French luxury house cultivated an under-the-radar mystique. Letting its pristine reputation for creating high-quality travel trunks and accessories in the noblest materials, crafted using techniques handed down through generations, to speak for it instead. Even today, the house rarely communicates about its privately owned business.



Goyard actually has a policy of not giving interview requests to press, nor does it have an e-commerce division. Instead, the brand prefers to envelop its clientele in the world of Goyard via its six stand-alone boutiques (including its three maisons in New York, Paris and London), as well as through a handful of in-store boutiques at Neiman Marcus, Barney’s New York and Bergdorf Goodman, among other carefully vetted locations. The Goyard galaxy expands this November when its seventh boutique debuts at Bal Harbour.



This steadfast conviction of exclusivity and discretion has not only kept the brand’s legacy safe, it has built up an almost insatiable desire in consumers to posses a piece of Goyard. So understated and evergreen are its designs, that owning one of the brand’s handbags, travel trunks or pet carrying cases is like the luxury accessories version of a secret handshake.



The brand’s insider luxury seal has been in place since the 19th century, when the family owned company first came to prominence thanks to its impressive custom-made trunks, its exceptional attention to detail and its remarkable customer service. The Who’s Who of the past 162 years that have passed under the black and gold awnings of Maison Goyard on rue Saint-Honoré in Paris include Pablo Picasso, the Rockefellers, Coco Chanel, Estée Lauder, Edith Piaf, Karl Lagerfeld, Madonna and more recently Kanye West, Reese Witherspoon, Kate Moss and Princess Madeleine of Sweden.




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