Check out my $1,000 SHOPPING BAG!

and you thought supermarket ‘bags for life’ were pricey!

WHAT’S this? A cacophony of famous women are suddenly photographed out and about carrying shopping bags the size of hippos. This despite the fact the brand they wield, Goyard, has until now been the most mysterious in the universe: it doesn’t advertise, give interviews or even have a press office in the UK.

What we are seeing, of course, is a charm offensive that means the French trunk maker is poised to go global with its luggage, including the suddenly ubiquitous £980-£1,140 St Louis tote.

Fashion cognoscenti will know the bag offensive is part of a classic three-prong approach. First, shower the right celebs (see our selection on the right) with freebies. Then get editorial in the right magazines (such as Goyard’s recent full-page report in Vogue, featuring its canvas and leather holdall at £2,290, a £3,310 vanity case and suitcases from £3,505). And, thirdly, sponsor an exclusive event, leaving a little something on guests’ pillows which they can later post pictures of themselves hugging on Instagram. Lo and behold, Goyard is one of the highend sponsors, along with Rolls Royce and Dom Perignon, of the 50th birthday celebrations of Hotel Byblos in St Tropez this summer.

The proof of the pudding (not that any of these women eat dessert) is whether something that at first sight resembles a Tesco Bag For Life is worth it.

I’m afraid it is. The trademark chevrons are almost impossible to fake, so everyone will know you can afford the real thing. The bags are animal friendly, soft, waterproof and become more beautiful with age.

While Vuitton is ubiquitous even in the most provincial airports, the St Louis totes feel new and exclusive. Crucially, you can only buy the bags from Goyard stores, such as the one in Mayfair. Goyard simply doesn’t do e-commerce. And you don’t get more exclusive than that…