Why Did Goyard Bags Become a Student Staple?

By: Annabel Adams , Senior Writer Edited by: Abigail Seltzer

You can’t walk 10 feet through the Syracuse University campus without seeing a student holding a Goyard bag—more specifically, the Artois MM or PM bags. Goyard was originally a French trunk maker established in 1853, but the brand is now known for luxury leatherware. The Artois MM and PM bags are the newest bag trend on the Internet: large leather totes with a detailed geometric design, selling for over $2,000 when bought brand new or pre-used. Now, at the height of their virality, 18 to 22-year-olds carry these luxury bags around from class to class, even in the rain and snow.

Part of Goyard’s growing popularity stems from the brand’s air of mystique. Goyard bags cannot be purchased new online, and the price isn’t advertised clearly on their website. The bags don’t display a distinct Goyard logo, and are rather identifiable by their pattern. Some people may not even know the name of the prestigious brand, this crafting an aura of intrigue. 

The tote bags are quite large, allowing room for all the college necessities. The bags can easily fit a laptop, notebooks and other miscellaneous essentials. Its size and convenience, alongside the sturdy leather material, could explain why it’s a no-brainer investment for many students.

One TikTok user made a post reading, “no one abuses the Goyard tote as much as I do. [It’s] literally my travel, grocery, uni, working out, going out bag.” Her video speaks to the unique way that such a luxury item can become normalized. Other users have also posted about how carrying a Goyard bag around campus makes them feel mature or fashionable, and they commend the impressive amount of items the bag can hold. 

Goyard tends to align itself with the quiet luxury stereotype, but with the bags becoming more popular by the day, their luxury may not be so quiet anymore. The hashtag “Goyard” on TikTok produces over 99,000 results, flooded with the “what’s in my bag” trend and endless videos of college students carrying their Goyard bags around campus. Students lay their bags on the ground, treating them like replaceable fads instead of extreme luxury.

The mass purchase of Goyard bags begs the question of whether students are buying them for their utility and style or as yet another display of casual wealth. The latter reason could be feasible at SU, with at least 8.2% of students coming from the top 1% of family income in the United States, according to a 2017 article from The New York Times. 

With one of fashion’s greatest flaws being overproduction, it can be disheartening to watch consumers cling to the newest trend, only to throw it away soon after. According to a X post from the United Nations, 20% of global wastewater is produced by the fashion industry. When consumers hype up a fashion trend, the companies overproduce the amount of products, and end up wasting most of their stock. Between 10% and 40% of all fashion garments made each year are not sold, which all hits the landfill along with consumers’ discarded purchases. According to a report from the Hot or Cool Institute, the fashion industry needs to halve its greenhouse gas emissions by 2030 if it intends to meet the Paris Agreement’s goals for reducing global warming. 

It’s not to be said that no one can enjoy treating themselves to luxury products. However, any time someone haphazardly buys a bag for the performative status symbol rather than for the functionality of that bag specifically, they are directly contributing to the global warming crisis being fueled by the fashion industry.

There’s no shame in fashion coming from second-hand shopping, especially with there being enough garments currently on earth to clothe the next six generations. With savvy techniques, fashion-lovers can find their favorite designer brands in thrift stores or on apps like Vinted, ThredUp, and Depop. Shoppers can find Goyard bags on these apps for over $1000 off the original price. 

© 2026 by FETCH COLLECTIVE