"In early 2018, I watched Rapture, a Netflix series that delves into a string of young rappers’ stories. In time, a theme emerged for me as each artist spoke about the luxury objects they already had or aimed to obtain. I realized that I lacked their confidence that my art could change my life in the same way. These bodies of work came out of a period when I began to envision a future in which following my passion, just as those musicians had, would bring me similar financial success.
I explored this idea through different bodies of work: Goyard Dreams LP, Goyard Dreams Flora, Goyard Dreams Comptoir Near You, and Goyard Dreams Shop With Confidence. Why Goyard? In my view, Goyard is an established brand with a time-honored tradition of doing the same thing well: crafting expensive, high quality leather trunks and bags. By not catering to current trends or changing with the times, Goyard has further established itself a status object.
The larger series is born out of my interest in rap culture: I began by exploring luxury fashion patterns and iconography, and subsequently I developed my own “luxury pattern” by breaking down vintage black and white photography. After months spent gathering materials, I went to L.A. to create the bulk of the series, enacting what had previously been abstract and putting my own Goyard Dream into action. A Goyard Dream is a tangible goal, one I’m certain I'll obtain only by fully pursuing my passion."
Part of DeSutter’s larger Goyard Dreams series, Goyard Dreams Shop With Confidence looks to the idea of buying luxury items via resale, which makes them more accessible, but raises a question of authentic wealth and status. “The problem with taking the easy road is that it’s difficult feeling confident that what you now own is in fact deserved,” the artist explains. “Others might not be aware, but we’re left with this nagging feeling that perhaps material exhibition of wealth and status doesn't truly display success as we wish it could.” Goyard Dreams reminds viewers to connect their ideas of passion and success, suggesting that the latter can be achieved with the former.
Continuing with the larger theme of how fashion — particularly the Goyard brand — can become a signifier of wealth, power, and identity, Goyard Dreams LP is a series of 7 pieces, named after the first seven mentions of the fashion label in rap lyrics by artists including Pharrell, Kanye West, and Lupe Fiasco. DeSutter notes that by being name dropped in this way, Goyard’s status as a symbol of success was instantly cemented. Connecting the concepts of passion and success, the artist asks viewers to consider his or her own goals (material or otherwise) and the path to achieving them.
Goyard Dreams Comptoir Nearest You consists of 74 works in total. The third of DeSutter’s Goyard Dreams series, this series examines the mixed feelings one experiences at the point of fulfilling the dream of purchasing a luxury item, such as a Goyard. “Sometimes, we put too much emphasis and weight on the object and experience of the purchase that we’re let down,” he says. “Other times, we’ve placed so much respect on the brand, it can’t live up to the place of honor we’ve allowed it.” The artist further reflected such feelings in the titles of these collages, which he pulled from Yelp reviews of the Goyard store in New York. Beyond translating these torn feelings throughout this entire series, DeSutter aims to remind viewers of their journeys to success.