Salvatore Ferragamo or Ferragamo? Making Sense of the 2022 Rename
Try two people what this house is called and you can get two answers, and both are right. Since around 23 September 2022, the label on the bags, the storefronts and the show invitations has read simply FERRAGAMO. Yet the annual report, the share listing and every major resale platform still say Salvatore Ferragamo. This is not a contradiction, and it is not a half-finished rebrand that somebody forgot to complete. What you are looking at is a clean distinction between a brand mark and a legal entity; register it once and the confusion never comes back. The rest of this piece takes that single insight apart and puts it back together.
What did change in September 2022
Around 23 September 2022 the change was put out, positioned ahead of the Spring/Summer 2023 show. What moved was the mark: the founder’s handwritten script signature made room for a custom serif drawn by the designer Peter Saville, which echoes the lettering of classical stone inscriptions. Off the front of the brand dropped the word Salvatore. The shift in tone is considerable: a handwritten signature stands for founder, family and workshop, whereas a cut serif reads as institution, monument and permanence. It arrived in the same period as Maximilian Davis’s tenure as creative director, which began in March 2022, so the visual reset and the design reset landed together. The founder’s name was never removed from the story, only from the front of the label, and the archive he built still underpins every current bag. In practical terms, a bag bought after that point carries a brand identity exactly one word long.
What stayed the same: the company
The company kept its name, and it still has it. The legal entity behind every Ferragamo bag is Salvatore Ferragamo S.p.A., and its own 2026 investor documents print exactly that name. It is listed on Borsa Italiana under the ticker SFER and remains family-controlled. So this was a rename of the mark, not of the corporation, a distinction that sounds like pedantry right up until you try to reconcile a boutique window with a financial filing. The ownership, the Florentine headquarters at Palazzo Spini Feroni and the corporate structure hug bag collection were all left as they were when the logotype changed. That is why both names are live at once, in different registers: one is a brand, the other is a company.
Why the secondary market kept the old name
The older name survives most tenaciously in resale. Every major pre-owned platform still files the house under Salvatore Ferragamo, so a listing for a Gancini crossbody or a Hug shoulder bag sits in that category regardless of when the bag was made. The reason is practical. Those catalogues span decades of stock, and relabelling an archive full of bags made long before 2022 would break every historical listing and every saved search. What buyers type is the name stamped inside the bags they already own, which changes slowly. The result is a secondary market that has calmly kept the founder’s first name in circulation while the boutique let it go. If you shop pre-owned and search only the short form, you will walk past inventory sitting in plain sight.
Where you will meet each name
The useful way to hold it is that the two names belong to different surfaces, not different eras. Shop fronts, hangtags, campaigns and runway credits carry the one-word mark. Share listings, annual reports and corporate releases use the full company name. On a resale platform, in a search box, or in a wardrobe someone has owned for fifteen years, the founder’s name persists. None of these is wrong, and none of them conflicts with the rest. The table below lays out where each version turns up, so you can stop second-guessing which one you are looking at.
| Context | Version used | Why |
|---|---|---|
| Storefront, hangtag, campaign, runway | Ferragamo | The brand mark in use from around 23 September 2022, logotype drawn by Peter Saville |
| Share listing, annual report, filings | Salvatore Ferragamo S.p.A. | The legal company name, which never changed; ticker SFER on Borsa Italiana |
| Resale and consignment platforms | Salvatore Ferragamo | Catalogues run back decades, so archive listings remain findable |
| Search boxes and everyday speech | Both forms, plus misspellings | Habit survives branding decisions by years |
The search box question
Of all the surfaces, search behaviour is the most tangled, and bluntness helps here. Plenty of people still type salvatore bag and salvatore bags when what they want is handbags from this house, simply because that is the name they learned first. They also type ferragamo bag and ferragamo bags, and when they are hunting for a discount they type ferragamo sale or ferragamo outlet. A steady share of them type feragamo, with a single r, which is the most common misspelling of the name. None of these queries is chasing a different brand; they are all looking for the same Florentine leather goods. In practice, test more than one spelling before you decide a model is unavailable.
Did the bags themselves change?
Changing a logo is not changing a product, so it is reasonable asking what actually moved on the bags. Gancio and Gancini hardware stayed put, with both spellings still the label’s own usage; current copy describes two golden Gancio buckles on the Hug XS and an iconic Gancini closure on the Cara. Made in Italy stayed in place: it is printed on every current bag product page, and the Studio Bag collection page states that each bag is crafted in Italy. So did the material vocabulary, which still spans smooth and grained calfskin, suede, python, hand-woven wicker with silk lining, raffia, canvas and jacquard. Emphasis is what changed, with the Hug turning into the assortment’s centre of gravity and the Cara arriving as the newest architectural silhouette. Nor did prices change footing: observed 2026 market prices on the label’s own site still reach from roughly $830 for an entry Double Gancini piece to about $4,800 at the top of the everyday range, above which sits a thin exotic tail. The design language came through the rename intact; only the way the house signs its work changed.
How to use this when shopping
The two names are best taken as two doors into the same room. For anything current, go with the one-word form, because that is how the brand’s own webstore, its roughly 354 boutiques and its authorised stockists organise their pages, Nordstrom, Bloomingdale’s, Saks Fifth Avenue, Mytheresa and Farfetch among them. With anything pre-owned or archival, add the founder’s full name to your search, since that is how the platforms are indexed. Do not read the older name on a listing as a warning sign, and do not read the newer one as proof of anything either, since both appear in entirely legitimate contexts. One structural fact is genuinely useful here: there is no official online outlet, only seasonal sale sections on the house’s own site and brand-operated stores inside outlet villages. Any website presenting itself as an official online outlet, under either version of the name, is not this brand. Seriously enough to publish numbers, the house reports 107 fraudulent websites and 89,136 counterfeit listings removed for 2022 alone.
In brief
If you want the distinction in one line, here it is: the brand is Ferragamo, the company is Salvatore Ferragamo S.p.A., and both are correct in 2026. The rename that took effect around 23 September 2022 changed the mark, the logotype and the way the house presents itself, and it left the corporate name untouched. Whoever tells you the brand was renamed outright is holding half the story, and whoever tells you nothing changed is holding the other half. The founder’s name is sustained by resale platforms, by search habits, and by every wardrobe stocked before 2022. Use whichever version gets you to the bag you want, and expect to meet both. The house has made room for two names, and it shows no sign of collapsing them into one.