"I cup Goyard, I shop for life (I hold Goyard in my hand, I will eat, drink and have fun in my life)", this is a song composed by South Korean rapper Loopy using the French luggage brand-Goyard, reflected in a lazy voice Under the influence of consumerism, contemporary young people's consumption outlook (pursuing decent consumption, longing for unrestrained material enjoyment and recreation). In the lyrics, Loopy believes that Goyard is a luxury brand at the same level as Gucci and LV.
Goyard is deeply loved by rappers.
is not only the creative material on the shoulders of superstar Goyard. The editor's earliest impression of Goyard originated from the queen Faye Wong . There is a joke in the fashion circle, that is, "Sister Fei wears sacks, sacks can be hot". Goyard is the best proof of this sentence. Women who pursue elegance prefer to carry DIOR bags, women who pursue romance prefer to carry CHANEL bags, women who pursue modernity prefer to carry LV bags, and Faye Wong prefers Goyard bags.
Faye Wong
A few years ago, Faye Wong carried a special shopping bag, which was reported many times. At that time, the editor first knew that there was a brand called Goyard, but at that time, the editor really felt that this bag had no sense of design. It looked like a snakeskin bag on the shoulder of a farmer entering the city, and it was still a flower. I bought it for 10,000 yuan. I really want to say: "Is the luxury brand so offline now? Such an ugly bag, dare to sell it so expensive."
"Human-shaped bag planter" in the circle Faye Wong is a diehard fan of Godard Faye Wong is a diehard fan of Godard's "human-shaped bag planter"
span1sp span But the appearance of a photo changed the editor’s disdainful attitude towards the brand. This is a photo taken on Goyard Street, where an old grandmother takes her Goyard on her back. The old grandmother’s light and breezy posture is really charming. A deeper display of the elegant temperament precipitated by the years. It is precisely this precipitation of time that makes the Goyard bag more memorable.
In the eyes of many elderly people, Goyard always carries time. There are memories in the imprint
When a brand leaves you with an impact, you will always be tempted to understand it. The editor is no exception, but after understanding, I discovered how narrow the editor was before In the impression of the editor, LV is the first French brand to make luggage. It has produced travel luggage as early as 1854. It is popular with the iconic Monogram (commonly known as the old pattern) and has become the most popular in the world. A valuable fashion brand. In fact, LV is not the first brand to make suitcases. Goyard was founded a year earlier than LV and is the oldest leather manufacturer in the market.
LV old pattern
What is more shocking is that Goyard is a "silent" brand. Goyard never advertises, and never asks celebrities to endorse. When many big names cooperate with traffic stars to increase sales,The only exception is that there is no product information on its connection. is an old-school luxury brand approach, but it still firmly captures the hearts of young people.
European and American celebrities Goyard street beat collection
Low-key into the blood
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A brand has maintained its high-cold and mysterious qualities for more than 160 years like Goyard. This trait is actually a kind of cautious silence.
First of all, Goyard does not do any advertising, let alone various Internet celebrities and celebrities to endorse the brand.
Secondly, Goyard is a brand that does not provide online shopping for all luxury goods, even those authorized dealers including Neiman Marcus, which do not provide online shopping. Merchants must also comply with Goyard’s sales regulations. You can't find any package information on Goyard's official website, and the price of the pictures is not revealed. It can be said to be mysterious.
Goyard official website reminds consumers that they do not do any e-commerce
Furthermore, Goyard rare interview,Whether it is a paper journal or a digital electronic interview. To this day, Goyard is still a private company rather than a public company. This makes it lack of a board of directors and large and small shareholders, and there will be no pressure from shareholders to endlessly request the company to develop various new products to attract various new types of consumers.
In fact, is more focused than attracting new customers, so Goyard is more focused on how to serve their old customers because of the good brand. Loyal consumers. Including stars such as Marilyn Monroe, royal family members such as the Duke of Windsor, and celebrities like Cardia, Rockefeller family, and even Galeries Lafayette. Fans.
A large list of celebrities on the Goyard custom list
Galeries Lafayette’s favorite Choupette’s tableware is not all made by Goyard
_p5 Will post his attitude on social media. For example, the American DJ Rapper Kahled wore a "Goyard" silk jacket when performing at VMA, which attracted the attention of many Goyard fans because Goyard never made clothes. In response to a fan’s question, a low-key Goyard replied “Total Fake” (absolute fake); afterwards Dj Kahel explained that he made a jacket with Goyard silk scarves; Goyard reiterated “I hope DJ Kahled respects the Goyard brand.Use genuine silk scarves, don’t encourage copycats.”
Goyard’s response to the Goyard and Goyard’s Goyard’s response to the Goyard’s Kap5 Silk Event and Kap5’s interaction
Defending the brand image is really straightforward and uncompromising. In recent years, the hottest in the fashion circle is the fanny bag. Of course, Goyard fanny bags have also appeared on the market, and some consumers went to twitter. When I asked Goyard, Goyard's reply was still short and concise "No, Never! "
Goyard's pockets appeared on the market, and Goyard's response to this matter
strong strong_span 3_strong_strong , Do not make clothes, do not make shoes, and do not make perfumes regarded by other brands as "hot money and quick money". Only do what you are good at, and make it to the extreme. To this day, Goyard's product categories are still only four major categories Category: suitcases, men's bags and small leather goods, women's bags and small leather goods, some small accessories including silk scarves.
Products displayed in Goyard shop
Why does it say that Goyard only does what it is good at,And make it the ultimate? Goyard still insists on hand-made since its inception, even though many big luxury brands have replaced hand-made with machines. Not only that, until a few years earlier, the dots of the Goyardin y-shaped printing of Goyard's logo were all painted by hand; but now this process is achieved through mechanized etching and fuel layering. However, the custom-made patterns are still hand drawn by the professional painter .
Goyardin y-printed points are painted by hand
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strong and rare , Goyard is the brand that really sticks to its own style , its attitude is: I am my classic culture, you buy your luxury brand, my tall is that even if you don’t buy my entry wallet It doesn't matter.
Champagne box
Luggage brand with a long history than LV
Although Goyard has a history of 2 years earlier than LV Goyard, its name can be traced back to 179 years. "House of Martin" is a luggage workshop opened by Frenchman Pierre-François Martin in Paris, specializing in the production of wooden boxes, suitcases and packaging services. Of course, the premise of this packaging service includes the production of travel hard cases, but House of Martin at the time focused on packaging services rather than the product itself.
Goyard workshop in the 19th century
At that time the main business of the Martin store was to provide furniture, fragile goods, fashion, gift skirts and flowers; Use oilcloth, canvas and wheat straw to make packaging supplies; manufacture leather suitcases and hangers; sell tarpaulins, etc.With the popularity of the store, the Martin store gradually won the love of the French aristocracy and became the official supplier of Princess Marie-Caroline of the Bourbon royal family.
Princess Marie-Caroline of the royal family of Bourbon
There is a kind of helpless girl called "inherited handicraft, but the hand is clear." The tradition of European craftsmen is to make a brand for more than 100 years. In order to inherit the craftsmanship and brand, he married his adopted orphan Pauline to his worker Louis-Henri Morel, and the shop gave them as a dowry. Morel renamed the store "House of Morel".
Goyard Sénat storage bag
But it is not the old craftsman Goyard who founded the Goyard shop, but the Franoi’s son-in-law. Under the guidance of Martin and Morel, Goyard learned how to make boxes, packaging supplies, and use tarpaulins. Morel died in 1852 and François took over Morel's shop. After three generations of inheritance, the third-generation heir François finally founded Goyard at 233 Avenue Saint Honore in the center of Paris.
Goyard shop in the 19th century
19th century,Trains and ships are developed in Europe, and large-scale travel has appeared in the society. Imagine that in Europe in the 19th century, whether it was the French royals and nobles who wandered on sunny spring days; or the bourgeoisie who had to flee because of the outbreak of the French Revolution. , At this time, a bag with an accent is needed. François discovered this need and took suitcases as the direction of operation.
The 19th century aristocrats and rich people need to travel like a champagne box for different purposes. The box can be described as a pioneer. Goyard's travel suitcases are all made of waterproof canvas bags. They are woven with hemp, cotton and hemp fibers and then coated with smooth gum aldose, making the already waterproof and solid poplar and beech travel wooden boxes. Durable.
Goyard suitcase for caviar
Goyard suitcase for champagne
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5p5p François operated under his leadership for 32 years, François finally let go of the store to his son Edmond Goyard in 1885.
Edmond inherited his father’s business,In 1892, a durable waterproof canvas was created and used as the outer fabric of luggage. The fabric is made of a blend of flax, cotton and twine, and the surface layer is made of handmade paint using gum arabic crystals as raw materials. Compared with leather goods, which are expensive and bulky, canvas fabrics are popular in Europe for their lightness, sturdiness, waterproof, and durability. Therefore, Goyard has become a classic spokesperson.
Goyardine canvas in various colors
strong This pattern is the first to use the old pattern of the LV travel box in the same year. Appeared earlier. The inspiration for each point on the Y-shaped pattern is derived from four kinds of flowers, represented by four colors, and also derived from the letter Y in the middle of the surname. In French tradition, the Y-shaped pattern is the symbol of the tree, and the tree symbolizes the man. This Y-shaped pattern composed of three Vs can be extended to represent the three important men of Goyard.
Edmond incorporates his name and store address into the Y pattern
The four-color dots are more representative of the stacked Y-print family. The history of log-driver. log-driver was in a period of underdeveloped technology and transportation,Put the felled wood in the river, and with the help of the river, the wood will eventually reach somewhere downstream. In this process, manpower is needed to guide these woods so that they will not drift around. The director of these woods is called log-driver.
Because of manual reasons, each hand-painted color point presents its own exquisiteness, rhythm and randomness.
Luggage transformation in the 19th century
The rise of tourism can be traced back to the middle of the 19th century, under the influence of Western European , poets, artists, and artists I began to have a desire to watch the scenery, return to nature, or broaden my horizons and appreciate the exotic customs. The invention of the steam engine provides a more convenient means of transportation for the gradual development of the tourism industry. With the help of convenient conditions, first of all, the nobles and celebrities have brought their bags and started to spend their holidays. But even with convenient transportation, it does not mean that it brings a pleasant holiday experience.
Old-style train carriage
French writer Jules Verne decides that Jules Verne will complete the travel novels written by Feria with 80 , Abandon the suitcase. At that time, the suitcase had no wheels, and the heavy iron base and leather were gradually replaced by hard African wood and tarpaulin. Because ships are the main transoceanic transportation, the boxes need to be waterproof,Otherwise, if you encounter a weak ship, the box will be soaked in a few hours, and then it will be smashed by other boxes shaking with the waves. In terms of performance, the luggage of the 19th century has achieved lightness and durability due to changes in materials. Even if the performance of the suitcase has been qualitatively improved, there are still inconveniences during the journey.
"Around the Earth in Eighty Days" movie poster
. Fortunately, I didn’t bring them from the ship to the railway. , Moving from the carriage to the hot air balloon will inevitably drag down his plan. Long-distance travel only belongs to the upper class. European elites leave for a few months, relying on rail porters and hotel bellboys to handle the luggage stuffed with carriages.
In the movie "Murder on the Orient Express", the railway porters help to carry the luggage
, under the conditions of strong 86strong travellers need to prepare a lot of luggage To prepare for the needs on the road. Therefore, travelers in the 19th century did not take a suitcase and take a walk as we did. If you are a lady traveling, you may have to bring 50 boxes with everything from clothes to tea sets. Women in the 19th century wore bulky skirts. Under the skirts were skirt linings made of wool and horsehair. Their luggage craftsmen were not only responsible for making them, but also packing and unpacking them.
In the 19th century, a lady sitting on a suitcase and posing for a photo
For example, , the Duchess of Windsor will bring thousands of pairs of shoes on the door __span_span_span_span_span_span_span ,Hundreds of Dior , Chanel and Givenchy skirts, as well as countless jewels, require the Duke of Windsor's entire fleet to pack all of her suitcases.
Fashion idol Duchess of Windsor and the Goyard suitcase next to her
But even so, the desire of the elites to explore the world still cannot resist. When people are less and less satisfied with the environment they live in, the desire to go out leads the development of luggage. I have to say that to some extent, tourism has explored the many possibilities of suitcases. As people pay more attention to travel, people have begun to pay more attention to suitcases, customizing suitcases according to actual use.
polo box
picnic equipment box Malle à Pique Nique
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In the 19th century, with the increasing popularity of European travel, celebrities at that time gradually wanted their own travel equipment to have obvious personal characteristics, so a variety of colors, badges, and initials The pattern has become a unique mark on the luggage. To bid farewell to the local tyrants, it is more necessary to have your own dreams and hobbies, and custom suitcases serve your dreams like those of celebrities.
Today, we can log in to Goyard to customize our own suitcases
Some artists, collectors, and celebrities start to customize their suitcases. Slowly developed to the end, they are not only used in travel, but also become personal treasures. For those who customize these boxes, the luggage is no longer a tool, but follows the contents of the box and becomes a precious collection together. They seem to be one and never divided.
Goyard private suitcase customized by Cartier for traveling the world in search of beautiful gems
from the author of "Edmond received during the two world wars" A very challenging order from Mrs. Doyle: to design a "portable desk" that can accompany him on endless journeys. From this, the Goyard workshop invented the amazing "writer's suitcase", which is basically the same size as a normal suitcase, but can be turned into a real desk according to your wishes, and equipped with a foldable A desk, a bookshelf, a typewriter and multiple spaces for storing documents and manuscripts.
"writing desk box" customized to meet Conan Doyle's writing needs "writing desk box" customized to meet Conan Doyle's writing needs
Coco Chanel Goyard black suitcase is dotted with delicate gold-plated ornaments.The two rows of silver and crimson ribbons contrast the two red letters "C" separated by a full stop, which is completely different from the overlapping logo of the family. The legendary pianist Artur Rubinstein chose to write the initials of his name with a white backing and a pure red scepter. At the same time, he marked his new address in New York on the side. The idea of made this one with him. The large suitcases that travel the world are particularly eye-catching.
Coco Chanel’s custom Goyard black hanging suitcase
19 pianist Artur Rubinstein
5 pintage _p5 _p5 _p5 p0 Marilyn Monroe, like Goyard, customized a suitcase consisting of four boxes of different sizes and a hat box in order to store personal belongings when filming a film on the Los Angeles set. The entire box is made of classic wood structure. However, Goyard wrapped the box with white Moroccan leather. made a bold breakthrough in the conservative environment of the box manufacturing industry at that time. is paired with golden clous malletiers (a special nail for suitcases), cleverly uses a mix of materials to create the minimalist style of , which is both beautiful and practical.
Maria Monroe’s custom-made Goyard suitcase
The most interesting customization is the famous cat guest of Le Bristol in Paris in 2013 -Raon’s third birthday customized full set of high-end "Oscar" bow tie made of black leather and canvas, and a bowl rack made of poplar wood.Both items are engraved with the name "Fa-Raon" and are designed with green lettering and fuchsia shades, which match the iconic color of the hotel. The following year, Fa-Raon welcomed his female partner Kléopatre, and the brand also presented the "Oscar" bow tie. The Goyard became a token of love for this pair of nobles.
Goyard created a token of love for this pair of noble meows
Collectors, you can use Goyard to load the precious harvests that can be used on the journey well; performance artists, Store all kinds of dress accessories; cooks can use Goyard to place all kinds of cooking tools reasonably... The soul pursuing freedom does not want to go with the flow. Goyard explores the exclusive emotions of customers and builds low-key dreams for them.
Suitcase for storage of dresses
Cooking box
5p7br0br The distance is sometimes close, sometimes in a foreign country. The meaning of travel is to explore the habitat of the soul in the process of leaving. In a foreign city, or in a wasteland, distance will give us a moment of respite, and give us the opportunity to meet ourselves in the gap of time. Pulling the Goyard suitcase, carrying the Goyard bag, embarked on a journey of his own soul.
Goyard Minaudière suitcase bag
Goyard Saint Louis Tote bag
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