Salvatore Ferragamo or Ferragamo? Making Sense of the 2022 Rename
Put the question to two people what this house is called and you can get two answers, and both are right. From around 23 September 2022 onward, the bags, the storefronts and the show invitations have carried 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. It is a precise distinction between a brand mark and a legal entity, and once you grasp it the confusion goes away for good. What follows is that single insight, dismantled and rebuilt.
What really changed in September 2022
The change was announced around 23 September 2022, timed ahead of the Spring/Summer 2023 show. What moved was the mark: the founder’s handwritten script signature gave way to a custom serif drawn by the designer Peter Saville, referencing the lettering of classical stone inscriptions. The word Salvatore came off the front of the brand. That is a considerable shift in tone, because a handwritten signature says founder, family and workshop, while a cut serif says institution, monument and permanence. It landed 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 coincided. Only the front of the label lost the founder’s name; the story kept it, and the archive he built still sits behind every current bag. Practically speaking, any bag bought after that point shows a brand identity of exactly one word.
What stayed the same: the company
Its name is unchanged at company level, and nothing was surrendered. The legal entity behind every Ferragamo bag is Salvatore Ferragamo S.p.A., and its own 2026 investor documents carry exactly that name. Listed on Borsa Italiana under the ticker SFER, it is still 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. Nothing about the ownership, the Florentine headquarters at Palazzo Spini Feroni or the corporate structure changed name alongside the logotype. That is luxury purse why both names are in use simultaneously, in different registers: one is a brand, the other is a company.
Why resale never made the switch
Resale is where the older name is most stubbornly alive. The house is still catalogued under Salvatore Ferragamo on every major pre-owned platform, which means a Gancini crossbody or a Hug shoulder bag shows up in that category whatever its date of manufacture. There is a down-to-earth reason for it. Because those catalogues hold decades of stock, relabelling an archive of bags made long before 2022 would break every historical listing and every saved search. Buyers also type what is printed inside the bags they already own, and that is a slow thing to change. The result is a secondary market that quietly 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 each name shows up
The useful way to hold it is that the two names occupy different surfaces, not different eras. On a shop front, a hangtag, a campaign or a runway credit you will see the one-word mark. On a share listing, an annual report or a corporate release you will see 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. Not one of them is wrong, and not one undercuts another. The table below sets out where each version turns up, so you can stop second-guessing which one you are looking at.
| Context | Version used | Why |
|---|---|---|
| Shop front, hangtag, campaign and runway | Ferragamo | The brand mark taken up around 23 September 2022, with a logotype by Peter Saville |
| Share listing, annual report, filings | Salvatore Ferragamo S.p.A. | The legal corporate name, left as it was; ticker SFER on Borsa Italiana |
| Pre-owned and consignment platforms | Salvatore Ferragamo | Catalogues run back decades, so archive listings remain findable |
| Search boxes and ordinary conversation | Either form, misspellings included | Habit survives branding decisions by years |
What happens in the search box
Of all the surfaces, search behaviour is the most tangled, and bluntness helps here. People still type salvatore bag and salvatore bags when they mean handbags from this house, because that is the name they learned first. ferragamo bag and ferragamo bags get typed too, and anyone after a reduction will 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 looking for a different brand; they are all aimed at the same Florentine leather goods. In practice, run more than one spelling before you conclude a model is unavailable.
Did the bags change?
Changing a logo is not changing a product, so it is reasonable asking what actually moved on the bags. Gancio and Gancini hardware remained, 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. The material vocabulary stayed too, running through smooth and grained calfskin, suede, python, hand-woven wicker with silk lining, raffia, canvas and jacquard. What did shift was emphasis: the Hug became the assortment’s centre of gravity, and the Cara arrived as the newest architectural silhouette. Prices did not shift either: observed 2026 market prices on the brand’s own site still run from roughly $830 for an entry Double Gancini piece to about $4,800 at the top of the everyday range, with a thin exotic tail above it. The design language came through the rename intact; only the way the house signs its work changed.
What it means when you shop
Two names, one room: treat them as two doors into it. For anything current, use 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, use 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 worth carrying here: there is no official online outlet, only seasonal sale sections on the label’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. The house takes that sufficiently seriously to publish numbers, reporting 107 fraudulent websites and 89,136 counterfeit listings removed for 2022 alone.
The one-line answer
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. Taking effect around 23 September 2022, the rename altered the mark, the logotype and the way the house presents itself, while leaving 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. Resale platforms, search habits and every wardrobe stocked before 2022 all keep the founder’s name alive. Whichever version gets you to the bag you want is the right one to use, and you should expect to meet both. The house has made room for two names, and it shows no sign of collapsing them into one.