Salvatore Ferragamo or Ferragamo? The 2022 Rename, Explained
Two people can give you two different answers about what this house is called, 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. It is a precise distinction between a brand mark and a legal entity, and once you see it the confusion goes away for good. The rest of this piece takes that single insight apart and puts it back together.
What really changed in September 2022
The change was announced around 23 September 2022, timed ahead of the Spring/Summer 2023 show. The mark is what moved: in place of the founder’s handwritten script signature came a custom serif by the designer Peter Saville, nodding to the lettering of classical stone inscriptions. The word Salvatore came off the front of the brand. The shift in tone is far from small: a handwritten signature speaks of founder, family and workshop, whereas a cut serif speaks of 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.
The part that did not change: the company
The company kept its name, and it still has it. Behind every Ferragamo bag stands the legal entity Salvatore Ferragamo S.p.A., and that is precisely the name its own 2026 investor documents use. It is listed on Borsa Italiana under the ticker SFER and remains family-controlled. What happened, then, was a rename of the mark rather than of the corporation, and the distinction seems fussy only until you try to reconcile a boutique window with a financial filing. Nothing about the ownership, the Florentine headquarters ferragamo work tote at Palazzo Spini Feroni or the corporate structure was renamed alongside the logotype. That is why both names are live at once, in different registers: one is a brand, the other is a company.
Why resale platforms never changed over
The older name holds on hardest 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. There is a practical reason. Because those catalogues contain decades of stock, relabelling an archive of bags made long before 2022 would invalidate every historical listing and every saved search. Buyers also type what is stamped inside the bags they already own, and that is a slow thing to change. The result is a secondary market that has quietly kept the founder’s first name in circulation while the boutique let it go. Search only the short form when you shop pre-owned and you will walk straight past inventory sitting in plain sight.
Where you will meet each name
It helps to think of the two names as belonging to different surfaces rather than to different eras. On a shop front, a hangtag, a campaign or a runway credit you will see the one-word mark. Share listings, annual reports and corporate releases give the full company name. The founder’s name carries on on resale platforms, in search boxes, and in a wardrobe someone has owned for fifteen years. Not one of them is wrong, and not one is at odds with the rest. Where each version turns up is laid out in the table below, which should end the second-guessing.
| Surface | Which name | 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 and filings | Salvatore Ferragamo S.p.A. | The legal corporate name, left as it was; ticker SFER on Borsa Italiana |
| Resale and consignment platforms | Salvatore Ferragamo | Catalogues span decades of stock, keeping archive listings findable |
| Search bars and everyday talk | Either form, misspellings included | Habit outlasts branding decisions by years |
The search box question
Search behaviour is the untidiest surface of all, and it is worth being blunt about it. People still type salvatore bag and salvatore bags when they have in mind handbags from this house, because that is the name they learned first. They also type ferragamo bag and ferragamo bags, and when they are chasing 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 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 themselves change?
Changing a logo is not changing a product, so it is fair asking what actually moved on the bags. The Gancio and Gancini hardware stayed, and both spellings remain the brand’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, with every current bag product page carrying it and the Studio Bag collection page stating 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 move was emphasis: the Hug became the assortment’s centre of gravity, and the Cara landed as the newest architectural silhouette. Nor did prices change footing: observed 2026 market prices on the label’s own site still stretch 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 weathered the rename unchanged; only the way the house signs its work changed.
What this means when you shop
Think of the two names as two doors into one room. Anything current calls for the one-word form, since that is how the brand’s own webstore, its roughly 354 boutiques and its authorised stockists, Nordstrom, Bloomingdale’s, Saks Fifth Avenue, Mytheresa and Farfetch included, organise their pages. For anything pre-owned or archival, search the founder’s full name as well, because that is how the platforms are indexed. The older name on a listing is not a warning sign and the newer one is not proof of anything, because both occur in entirely legitimate contexts. There is one structural fact worth keeping: no official online outlet exists, only seasonal sale sections on the label’s own site and brand-operated stores inside outlet villages. A website that presents itself as an official online outlet, whichever version of the name it uses, is not this brand. Seriously enough to publish numbers, the house reports 107 fraudulent websites and 89,136 counterfeit listings removed for 2022 alone.
The short version
The distinction in a single line, if that is what you are after: the brand is Ferragamo, the company is Salvatore Ferragamo S.p.A., and both are correct in 2026. The rename that landed 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 kept alive 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. Two names now coexist in this house, with no sign of them being collapsed into one.