When it comes to heritage maisons, few names carry the mystique, craftsmanship, and selective exclusivity of Goyard and Moynat. These two Parisian houses predate nearly every modern luxury brand and shaped the entire culture of trunks, monograms, and artisanal travel goods long before fashion conglomerates existed. Today, both are coveted by collectors, quiet-luxury enthusiasts, and handbag connoisseurs who value craftsmanship over hype.
Yet despite their shared history as trunk makers, Goyard and Moynat occupy very different lanes in the luxury world. One is secretive and highly recognisable; the other is discreet and quietly becoming a favorite among those who want something understated but impeccably crafted. For anyone deciding between the two — or simply interested in the inner workings of heritage brands — this guide offers the most comprehensive comparison of Goyard vs Moynat.
The Legacy Behind Each House
Goyard was founded in 1853, though its roots go back even further to the House of Martin established in 1792. For more than 150 years, the brand has remained synonymous with aristocratic travel culture, favoured by royal families, writers, and world explorers. Goyard’s appeal lies in its secrecy: no advertising, no social media, and no mass production. Everything is built on old-world craftsmanship, hand-painted personalisation, and a monogram that looks unchanged since the 1800s.
Moynat, founded in 1849, is actually older. The house became famous for its curved trunks, designed for the contours of early automobiles — a major innovation at the time. While it faded for a period in the late 20th century, Moynat was revived in the 2010s under the luxury group LVMH, but instead of using celebrity-heavy marketing, the maison kept its spirit: quiet, artisanal, and deeply connected to the craft of trunk-making. Today, Moynat operates fewer boutiques than Goyard but has developed a cult following among minimalists and those who want a “if you know, you know” luxury bag.
Both houses share a dedication to heritage craftsmanship but approach modernity differently, shaping the silhouettes, materials, and clientele they attract.
Design Philosophy and Aesthetic Identity
The fundamental difference between Goyard and Moynat begins with their visual language. Goyard is unmistakably recognisable. The iconic Goyardine canvas — a repeating chevron pattern composed of hundreds of tiny hand-applied dots — is one of the few monograms that rivals Louis Vuitton’s in terms of historical significance. Goyard’s aesthetic is playful but classic, heavily rooted in the golden age of travel. Its bags often feature bold colours, hand-painted stripes, initials, and motifs that enhance their personalisation heritage. To carry Goyard is to carry a piece of history, and many clients enjoy the visible codes of the brand.
Moynat, by contrast, is quiet, sculptural, and discreet. It avoids conspicuous monograms. Instead, the house focuses on pure form: curved edges, fine leather skins, and meticulously engineered closures. A Moynat bag rarely announces itself unless the owner knows what they are looking for. Even the signature M-shaped lock on the Réjane is subtle and elegant rather than flashy. While Goyard is recognizable from afar, Moynat is the choice for someone who wants artisanal luxury that blends seamlessly into their wardrobe.
This divergence in visual identity influences what clients value. Goyard appeals to those who appreciate heritage logos and expressive personalisation, whereas Moynat appeals to lovers of architecture, minimalist luxury, and the deep satisfaction of owning an object crafted with care but not designed for attention.
Materials, Craftsmanship, and Construction
Craftsmanship is the heart of both maisons, but each expresses it in unique ways. Goyard is famous for its proprietary canvas, originally hand-painted but now screen-printed, though the brand still applies custom personalisation by hand. The canvas is lightweight, water-resistant, and durable — qualities that made Goyard trunks highly functional during the golden era of travel. Leather trims, structured bases, and beautifully stitched interiors complete the construction on most bags, while totes like the Saint Louis became icons for their featherlight feel.
Moynat, however, leans heavily into leather craftsmanship. Many of their signature bags, including the Réjane, Gabrielle, and Limousine, are made from smooth, buttery calfskin shaped into curves that are extremely difficult to achieve. The trunks’ heritage shows in the brand’s ability to construct rigid silhouettes that still feel soft to the touch. Moynat leather develops a gorgeous patina over time, aging in a way that collectors appreciate. Their canvas bags, such as those in the M Monogram line, use jacquard weaving instead of coated canvas, resulting in a fabric that feels more textured and refined.
While both brands produce artisanally crafted luxury pieces, Goyard focuses on its iconic canvas and craftsmanship rooted in personalisation, whereas Moynat emphasises leatherwork and the sculptural sophistication of its bag shapes. The best choice depends on whether you prefer a bag that is light and heritage-driven or one that feels like a piece of leather architecture.
Signature Bag Models from Each House
Goyard is best known for the Saint Louis tote, Anjou reversible tote, Artois structured tote, and the Saïgon, a bag inspired by the brand’s historic trunks with wooden handle bars. The Saint Louis is beloved for its weightlessness; the Artois for being structured and zip-secured; the Saïgon for offering a sophisticated, heirloom-level aesthetic. Each bag represents a unique element of the maison’s DNA: ease, travel, craftsmanship, and personalisation.
Moynat has fewer but more sculptural signatures, including the Réjane, often cited as the first handbag ever designed for a woman in 1903. Its curved top handle construction is so complex that few artisans can craft it. The Gabrielle and the Limousine are equally structured, combining clean lines with contemporary elegance. Moynat also produces sleek totes like the Cabotin and the Oh! Tote, which appeal to those who want understated daily luxury.
The difference is clear: Goyard’s icons are casual and canvas-driven, while Moynat’s signatures are architectural leather masterpieces.
Exclusivity, Availability, and Buying Experience
Both houses are exclusive, but in very different ways. Goyard is known for its secrecy: no e-commerce, no public prices, and limited visibility into its process. Clients must visit boutiques or designated in-store counters. This creates long lines at certain locations, especially Paris. Yet the brand is more widely available than Moynat thanks to its larger network of boutiques worldwide. Personalisation — stripes, initials, custom art — adds to the allure.
Moynat has an even more selective footprint, with fewer boutiques globally and very limited stock. Bags like the Réjane often require special orders or come in extremely small quantities. The buying experience is quiet, relaxed, and private, reflecting the maison’s focus on refinement rather than hype. While there are no lotteries or years-long waitlists like Hermès, Moynat’s exclusivity is rooted in scarcity and artisanal production rather than strategy.
Collectors often describe Goyard as the more recognizable “cult luxury” bag, while Moynat is seen as the insider’s secret — the final step for handbag enthusiasts who want a house that remains small, true to itself, and craft-driven.
Price Point and Resale Value
Goyard bags, especially the Saint Louis and Artois, sit in the mid-luxury pricing tier, though prices have risen steadily in recent years. Their strong brand recognition and iconic monogram help retain good resale value, especially for pieces in classic colours or limited editions. Custom personalisation can help or hurt resale value depending on the buyer, though collectors often prefer clean, unpainted pieces.
Moynat bags, particularly leather models like the Réjane, are more expensive than Goyard canvas bags but offer exceptional value compared to similarly crafted Hermès pieces. The resale market for Moynat is smaller due to lower brand recognition, but among connoisseurs, certain models retain value well. As more collectors discover Moynat, resale prices are expected to rise — especially for rare colors or discontinued leathers.
Choosing between the two depends on what kind of value you want: Goyard offers strong brand visibility and steady resale, while Moynat offers boutique-level craftsmanship and long-term collector upside.
Which Should You Buy?
If you want a bag that is instantly recognisable, light, historic, customizable, and steeped in Parisian trunk-making identity, Goyard will speak to you immediately. The monogram is iconic, the canvas is durable, and the brand’s mystique makes it beloved by collectors around the world.
If you want a bag that is sculptural, quietly luxurious, artisanally crafted, and designed with architectural precision, Moynat is the superior choice. It is understated in the best way — a brand for those who value form, craftsmanship, and minimal branding.
Ultimately, Goyard is the heritage house of expressive luxury, while Moynat is the heritage house of refined artistry. Both represent the pinnacle of craftsmanship, but each fulfills a different emotional and stylistic need.
