Shh! Why so few people know about Goyard, the favourite brand of the world’s richest people
It shuns advertising – preferring silence, or whispering softly in someone’s ears because it’s more elegant and efficient than screaming
Louis Vuitton and Hermès who?
These iconic luxury brands may have well-established reputations, but in the world of the elite, they’ve got nothing on Goyard.
The name of this two-century-old Parisian brand may not ring a bell the way other luxury fashion houses do, but Goyard’s elusiveness is exactly what makes it the ultimate status symbol among the world’s wealthiest people.
Goyard’s prime press strategy is silence.
It forgoes any advertising, e-commerce and celebrity endorsements.
The company rarely grants interviews and very occasionally makes products available to the mass market.
Yet it turns out that this lips-are-sealed tactic is the best way to build buzz.
“Luxury is a dream and revealing too much of what goes on behind the scenes would spoil the magic,” a representative for the House of Goyard told Hypebeast last year.