Goyard vs. Hermès: Which brand should you buy? [2026]

Goyard occupies a niche of discreet, artisanal luxury known for a signature hand-painted monogram canvas, while Hermès represents the pinnacle of heritage luxury, famous for its iconic, investment-grade leather handbags like the Birkin and Kelly. The core difference lies in their approach: Goyard offers personalized, understated exclusivity, whereas Hermès is the definitive status symbol built on unparalleled craftsmanship and legacy.

Let's break down everything you need to know to choose the right luxury house for your collection and style.

Goyard: The Icon of Understated Exclusivity

Founded in 1853, Goyard is a French luxury brand celebrated for its secretive nature, artisanal craftsmanship, and the iconic "Goyardine" chevron pattern. The brand intentionally maintains a low profile, forgoing mass marketing and e-commerce to cultivate an aura of exclusivity. Its core customer values bespoke personalization and quiet luxury, seeking items that are recognizable to those in the know but not overtly flashy.

• Product mix: Tightly focused on its signature Goyardine canvas products, including tote bags like the famous Saint Louis, luggage, small leather goods, and pet accessories. The brand is renowned for its hand-painted customization options.
• Price point: High-luxury but generally more accessible than Hermès. Handbags and totes typically range from $2,000 to $15,000, with prices increasing for custom work or larger luggage pieces.
• Quality: Known for the extreme durability and lightweight nature of its Goyardine canvas, which is made from a blend of cotton, linen, and hemp. Each piece is meticulously hand-crafted.
• Style & Aesthetic: Minimalist, understated, and sophisticated. The signature chevron pattern and wide array of available colors offer a vibrant yet subtle look that emphasizes personalization over prominent branding.
• Shopping Experience: Highly exclusive and personal. Goyard operates a very limited number of boutiques worldwide and does not sell items through its website, requiring an in-person visit for purchase and consultation.

Goyard is the choice for durability, customization, and discreet luxury, making its pieces perfect for someone who prioritizes unique, lightweight daily-use items.

Shop Goyard: goyard.com

Hermès: The Pinnacle of Artisanal Luxury

Established in 1837, Hermès is a legendary French luxury house synonymous with timeless elegance, ultimate craftsmanship, and heritage. The brand is celebrated around the world for its exceptional leather goods, particularly the iconic Birkin and Kelly bags, which are considered investment pieces due to their rarity, high resale value, and enduring appeal. Hermès is the benchmark for classic, high-status luxury.

• Product mix: An expansive luxury universe including leather handbags, silk scarves, ready-to-wear fashion, jewelry, watches, fragrances, and home goods. They are most famous for their handcrafted Birkin, Kelly, and Constance bags.
• Price point: The highest tier of the luxury market. While a silk scarf might be under $500, handbags start around $10,000 and can easily exceed six figures for rare models or exotic leathers.
• Quality: Unmatched. Hermès uses the finest leathers and materials in the world, with each handbag handcrafted by a single artisan over many hours. The quality is designed to last for generations and is backed by exceptional repair services.
• Style & Aesthetic: The definition of classic sophistication and timeless design. An Hermès bag is a status symbol recognized globally, embodying grace and prestige with subtle hardware branding.
• Shopping Experience: Luxurious and highly relationship-based. Acquiring an iconic bag often requires building a purchase history with the brand. While some items are available online, top-tier leather goods are offered exclusively in-store.

Hermès offers a true investment in heritage and timeless style, making it ideal for collectors who value peerless quality and iconic status.

Shop Hermès: hermes.com

Goyard vs. Hermès Comparison

Price Comparison

There is a significant price gap between the two brands. Goyard sits firmly in the high-luxury category, but its classic totes often start around $2,000, making it a more accessible entry into artisanal luxury. While prices increase for personalization and elite items, they rarely reach the entry-level cost of an Hermès handbag.

Hermès operates at an entirely different price level. Its most sought-after leather bags, such as the Birkin, begin at approximately $10,000 for standard leather and soar well into the hundreds of thousands for exotic skins. Hermès products are priced not just as accessories, but as appreciating assets and works of art, cementing their status as some of the most expensive handbags in the world.

Quality & Materials

Both brands offer exceptional quality, but they focus on different materials. Goyard's defining feature is its Goyardine canvas - a waterproof, durable, and surprisingly lightweight material that withstands daily wear and tear better than many leather competitors. The craftsmanship is centered on the precise, hand-painted application of its chevron pattern and custom monograms.

Hermès’s reputation is built on its mastery of leather. The house sources the world's most luxurious leathers - from smooth Togo and Epsom to exotic alligator and ostrich - and entrusts them to artisans who spend years perfecting their craft. The intricate hand-stitching, hardware quality, and overall construction of an Hermès bag are considered the industry gold standard.

Style & Aesthetic

Goyard's aesthetic is one of "if you know, you know." It's subtle, sophisticated, and deeply personal. The repeating chevron pattern gives the bags a graphic, modern feel, while the brand's heritage keeps them classic. They are worn by those who prefer to signal status through rarity and customization rather than a prominent logo.

Hermès projects an image of timeless elegance and established wealth. Owning a Birkin or a Kelly is an unambiguous statement of status and taste. The designs are classic, structured, and function as the immaculate centerpiece of a polished outfit. While the branding is minimal (often just a small heat stamp), the bag shapes themselves are instantly recognizable symbols of luxury.

Shopping Experience

The path to owning a product from either brand is fundamentally different. Goyard's exclusivity comes from access. With no online store and very few brick-and-mortar locations worldwide, the shopping experience is intentionally discreet and difficult. This rarity-driven model ensures that each purchase feels special and hard-earned.

Hermès practices a different kind of exclusivity based on relationships and scarcity. Even with a global network of beautiful boutiques, you cannot simply walk in and buy a Birkin. Customers must build a relationship and purchase history with a sales associate, after which they may be "offered" a bag. This process can take months or even years, making the acquisition part of the bag's allure.

Which One Should You Choose?

The right choice comes down to your personal style, budget, and what you value most in a luxury item. Both brands are exceptional, but they serve different needs.

Choose Goyard if:

• You want a unique piece with custom-painted initials or stripes that reflect your personality.
• You need a lightweight and highly durable bag for everyday use or travel.
• You prefer understated luxury that is recognizable only to a select few.
• You appreciate the thrill of acquiring something from a brand that maintains an air of mystery.

Choose Hermès if:

• You are looking for an investment piece that is likely to hold or increase its value over time.
• You want to own an iconic, world-famous symbol of status and impeccable taste.
• Unparalleled leather craftsmanship is your absolute highest priority.
• You value the heritage and storied history of a legendary luxury maison.

Frequently Asked Questions

Is Goyard or Hermès more expensive?

Hermès is significantly more expensive than Goyard. The starting price for a popular Goyard tote is a fraction of the starting price for an entry-level Hermès Birkin or Kelly bag.

Which has better quality?

Both have exceptional quality, but they specialize in different materials. Goyard's canvas is legendary for its durability and lightweight resilience, making it ideal for daily use. Hermès is peerless in leather craftsmanship, using the finest materials and techniques to create wearable works of art.

Is a Goyard bag a good investment?

Goyard bags hold their value very well on the resale market due to the brand's rarity and controlled production. However, certain Hermès bags, like the Birkin and Kelly, are famous for appreciating in value over time, often making them a superior financial investment.

Why is it so hard to buy an Hermès Birkin bag?

Hermès controls the supply of its most iconic bags to maintain exclusivity and high demand. Customers typically need to establish a consistent shopping history with a sales associate to prove their loyalty to the brand before being offered the chance to purchase a Birkin or Kelly.

Can you buy Goyard online?

No, Goyard does not sell its products online. All items must be purchased in person from one of their few exclusive boutiques located in major cities around the world.

Which brand is more exclusive?

This is debatable and depends on the definition of exclusivity. Goyard is exclusive due to its limited physical availability and secretive marketing. Hermès is exclusive due to its high price point and the difficult, relationship-based process required to acquire its most coveted bags.

What are the most famous bags from each brand?

Goyard is best known for the Saint Louis tote, a lightweight and reversible canvas bag perfect for daily errands or travel. Hermès is famous for the Birkin and Kelly bags, two of the most iconic and desirable handbags ever created.

What is Goyardine canvas made of?

Goyardine canvas is the brand's signature coated fabric, made from a blend of cotton, linen, and hemp. It's known for being water-resistant, durable, and easy to clean.