Goyard vs. Louis Vuitton: Which brand is better? [2026]

Goyard offers a deeply exclusive experience focused on subtle, handcrafted luxury and personalization, making it a choice for those who value heritage and discreetness above all. In contrast, Louis Vuitton is a global icon known for its trend-conscious designs and highly recognizable LV monogram, offering a broader and more accessible range of products that serve as a worldwide status symbol.

Let's compare these two historic French houses to help you decide which one aligns with your personal style and priorities.

Goyard: The Epitome of Understated Exclusivity

Goyard is a brand for those in the know. Building its reputation since 1853, it has mastered the art of quiet luxury by avoiding mass marketing and e-commerce. Their signature Goyardine chevron canvas is hand-painted and their products are only available in a small number of physical boutiques worldwide, creating an aura of scarcity that appeals to collectors and individuals who want a personalized piece of history.

• Product mix: Primarily focuses on handbags, totes, travel pieces, wallets, and small leather accessories. The collection is classic and doesn't change drastically season-to-season, emphasizing timeless designs.
• Price point: High luxury. A classic Goyard St. Louis GM tote starts around $1,600, but personalization with initials or custom stripes will add several hundred dollars. Special order products go even higher.
• Quality: World-renowned for its craftsmanship. Goyard uses a durable, waterproof coated canvas and leather trim, all handcrafted for longevity. The hand-painted personalization makes each piece entirely unique.
• Style: Subtle, classic, and elegant. The chevron pattern is less ostentatious than LV's monogram, making it a favorite for those seeking an "if you know, you know" kind of luxury.
• Shopping Experience: Extremely exclusive and personal. You must visit one of their few physical boutiques, where service is highly consultative. This model makes acquiring a Goyard piece part of the experience.

Goyard is the choice for a classic, durable, and highly exclusive piece that values personalized craftsmanship over logos and trends.

Shop Goyard: goyard.com

Louis Vuitton: The Global Symbol of Luxury

Founded just one year after Goyard in 1854, Louis Vuitton has become the world's most recognizable luxury brand. With its famous LV monogram, Louis Vuitton is synonymous with fashion, status, and innovation. The brand offers a vast range of products that appeals to a wide demographic, from classic luxury lovers to fashion-forward trendsetters, all while maintaining its heritage in travel and craftsmanship.

• Product mix: An extensive catalog including handbags, luggage, ready-to-wear clothing for men and women, shoes, watches, fine jewelry, and accessories. Famous for its collaborations with modern artists and designers.
• Price point: Accessible to ultra-high-end luxury. You can find small canvas accessories for under $500, while iconic bags like the Neverfull MM cost around $2,000. Limited edition and exotic leather pieces can cost tens of thousands.
• Quality: Excellent manufacturing standards create durable and consistent products. Its iconic Monogram and Damier canvases are known for their resilience, though some purists note they are less resistant to wear than Goyardine canvas.
• Style: Bold, recognizable, and trend-aware. While offering many classic pieces, Louis Vuitton actively introduces new seasonal styles, colors, and designs that keep the brand at the forefront of fashion.
• Shopping Experience: Polished and globally accessible. You can shop online or in one of hundreds of flagship stores around the world, which provide a deeply immersive brand experience.

Louis Vuitton is perfect for anyone seeking a recognizable status symbol from a company that expertly mixes timeless heritage with modern fashion trends.

Shop Louis Vuitton: louisvuitton.com

Goyard vs. Louis Vuitton Comparison

Price Comparison

While both command premium prices, their positioning differs. Goyard's entry point is generally higher for comparable items. For example, a Goyard Senat pouch is often more expensive than an LV Toiletry Pouch of a similar size. The main difference lies in customization, Goyard's pricing shoots up significantly once you add hand-painted initials, stripes, or create a bespoke order.

Louis Vuitton offers a wider spectrum of prices. You can enter the brand with a key holder or wallet, something not easily done with Goyard. However, LV's runway bags and exotic skin pieces can easily surpass Goyard's standard products in price, making it a brand with both more accessible and more astronomical price points.

Quality & Materials

Both brands boast exceptional quality, but their philosophies differ. Goyard’s identity is tied to its proprietary Goyardine canvas, a blend of linen, cotton, and hemp known for its light weight and strength. Its handcrafted nature means there might be slight variations between items, something connoisseurs appreciate. The hand-painting process is meticulous, ensuring no two customizations are exactly identical.

Louis Vuitton's coated canvas is known globally for its durability and rigid structure, making it extremely practical for everyday use and travel. The production is more standardized than Goyard's, which ensures a high level of consistency across all products. Both brands utilize high-quality hardware and leather trims, though Goyard's use of natural vegetable-tanned leather can result in a unique patina over time.

Style & Aesthetic

The aesthetic choice is a key differentiator. Goyard is the definition of quiet luxury. Its interlocking Y chevron pattern is subtle from a distance, recognizable only to those familiar with the brand. It doesn't scream its name, which is its main appeal. It’s for the person who buys luxury for a personal appreciation of craftsmanship, not for external recognition.

Louis Vuitton’s Monogram is the opposite - it is one of the most visible and well-known brand markers in the world. It’s a statement of style and status. The brand’s ability to constantly reinvent its classics through artistic collaborations and seasonal collections means it stays highly relevant in the fast-paced fashion world. It’s for someone who appreciates bold, iconic style and wants their luxury to be seen.

Shopping Experience

Shopping for these brands are two completely different experiences. To purchase an item from Goyard, you must visit one of its approximately 30 boutiques worldwide. There is no official e-commerce platform. This intentional scarcity makes the process of buying a piece intimate and exclusive, often involving one-on-one time with a sales associate who can guide you through customization options.

Louis Vuitton provides a seamless omnichannel luxury shopping experience. Their global network of opulent stores is complemented by a sophisticated website where shoppers can browse the full collection, complete purchases, and coordinate in-store pickup. Louis Vuitton’s presence is everywhere, making it easy to purchase no matter where you are in the world.

Which One Should You Choose?

Both brands represent the pinnacle of French malletier craftsmanship, but they appeal to very different sensibilities.

Choose Goyard if:

• You prefer understated luxury that doesn't advertise itself from across the room.
• You value handmade quality and want the ability to extensively personalize your item.
• The idea of exclusivity and owning something rare is important to you.
• Lightweight and durable materials for daily use and travel are your top priority.

Choose Louis Vuitton if:

• You appreciate an iconic, globally recognized status symbol.
• You want a wide range of products to choose from, including ready-to-wear clothing and shoes.
• You follow fashion trends and are interested in seasonal collections and artist collaborations.
• The convenience of shopping online or at a nearby boutique is a major factor for you.

Frequently Asked Questions

Is Goyard more expensive than Louis Vuitton?

Generally, Goyard's entry point for core items like totes and wallets is higher than Louis Vuitton's similar items. A Goyard Anjou tote costs more than an LV Neverfull. However, Louis Vuitton's rare and exclusive items, especially those from runway shows or made with exotic skins, can be much more expensive than anything in Goyard's standard lineup.

Which brand holds its value better?

Both brands have strong resale value. Louis Vuitton's iconic models like the Neverfull and Speedy maintain consistent demand. However, due to its scarcity and difficulty to acquire, Goyard often has a higher resale value percentage, especially for limited edition colors or discontinued items. The St. Louis tote, for instance, can sometimes sell for close to or above its retail price on the secondary market.

Why is Goyard so hard to buy?

Goyard intentionally limits its distribution to maintain exclusivity and a mystique around the brand. They do not sell online and only have a small number of physical boutiques worldwide. This strategy ensures every purchase is an experience and makes their products highly coveted.

Which is older, Goyard or Louis Vuitton?

Goyard is slightly older. It was established in 1853, one year before Louis Vuitton, which was founded in 1854. Both share a rich history as esteemed Parisian trunk makers.

Is Goyard considered a top luxury brand?

Yes, Goyard is considered a top-tier luxury brand, often referred to as a "Holy Trinity" brand along with Hermès and Chanel by handbag enthusiasts. Its reputation is built on heritage, quality craftsmanship, and extreme exclusivity rather than widespread marketing.

Are Goyard bags a good investment?

Yes, due to their scarcity and strong brand image, Goyard bags are considered a solid investment. They hold their value well and often appreciate over time, making them a popular choice for collectors and savvy shoppers alike.

What celebrities wear Goyard?

Goyard is famous for its discreet celebrity following. Unlike brands that rely on celebrity endorsements, Goyard's famous clients are often seen carrying their pieces organically. Notable figures include the Kardashians, Pharrell Williams, and various members of royal families who prefer its understated appeal.

Which bag is more popular: the Goyard St. Louis or the Louis Vuitton Neverfull?

The Louis Vuitton Neverfull is vastly more popular and recognizable on a global scale due to LV's massive marketing reach and availability. However, the Goyard St. Louis is considered a status symbol among a more niche, fashion-forward crowd that prizes its A-list exclusivity.