Goyard Visual Directed by Samuel Rixon & Raphael Hache.

What we have here is an extraordinary landmark in the history of a venerable and reputable old Parisian firm, Goyard, for the first time in it's history, have produced what can only be called a promotional video to show the brands expertise and talent.

The video directed by Samuel Rixon and Raphael Hache tells the story of a young woman, who appears to be living in a stunning apartment near the Place Vendome, who is already a Goyard customer, wakes early in anticipation, and makes her way to the Rue Saint Honore to collect, or perhaps merely to browse, Goyard merchandise, this is juxtaposed against the craftsmen of Goyard in the process of manufacturing by hand one of their custom trunks.

Whether or not this is the forebear of a new strategy from Goyard, and we will be seeing Goyard print ads, and online boutiques, combined with TV spots such as those produced by Louis Vuitton just last month, remains to be seen, it is doubtful, they used to advertise many years ago, in fact their vast collectable book shows some of their print ads from the 1930's and 1940's, however the brands exclusivity and image is tied in with its lack of consumer profile.  We believe that Goyard may continue to produce exclusive little videos like these to tease us, but it will be a long time before it goes down the marketing route of Louis Vuitton.