Goyard's classic bags are instantly recognizable when you see them. Coated in a painterly monogram print, the double-handled canvas tote is sold in a variety of colors, from chocolate brown to bright orange, with matching leather handles. Designed decades ago as a beach bag (it can also be reversible), its limited availability and luxurious materials have made it a status errand bag in street style.

While this Goyard bag is hardly new - the maison opened in 1853 - the Saint-Louis style has more of a renaissance - older than Louis Vuitton's Neverfull. Fashion Month's street style featured all three sizes, from green (to match the leopard print) to cerulean (to match the dark suit). Hailey Bieber carried an oversized Goyard bag in the teaser video for her new film “Lord Barrier Butter” last week, packed with all the essentials for a new mom and dad. Goyard bags are slung over the shoulders of New York businesswomen and suburbanites in the New England region, as well as in the costumes of the high-low in “The Secret Lives of Mormon Wives. Goyard bags have become a status symbol.

The real sign that the Goyard bag wave is hitting our closets is in the resale market, where consignment style purchases tend to wink toward broader trends. According to data shared in Fashionphile's Ultra-Luxury Resale Report, sales of Goyard canvas and leather totes are up 16.5% this year. In addition, Fashionphile's site merchandising manager Kimberly Bickle tells us that searches for Goyard's Saint-Louis bags have risen 57% over the past year.

According to Bickle, it's not just Goyard bags that are at the top of shoppers' lists. Goyard's Saint-Louis bag and Mini Ange tote bag have been on the site's “hot items” list since 2021. (Celebrity fans of the Saint-Louis bag are none other than Haley Bieber: from the mid-2010s to today, everyone from Rihanna to the Kardashians have been using the bag at airports and on errands. But Bickle says the brand's growing appeal has less to do with who bought it in the first place and more to do with the way the bag feels when you hold it. Says she, “Goyard is renowned for its exclusivity, rich heritage, and enduring quality.”

Nor does that pedigree get in the way of practicality. Says Bickle, “I think another reason it's become so popular these days is that with the increasing number of people returning to work, there's a demand for functional, stylish tote bags to wear to the office.”

“They are the perfect size and weight for carrying laptops and many other everyday essentials.”

Some It bags feel very Generation Z-oriented, like Coach's Brooklyn and Zip Curve bags. Others, like Gucci's Blondie bag, are geared toward European insiders. Goyard's bags seem to be for women of all generations who know their own sense of style; according to Fashionphile, Goyard's Saint-Louis is most often purchased by women over 55. But other generations are already jumping on the bandwagon, as street style proves.