Salvatore Ferragamo or Ferragamo? Making Sense of the 2022 Rename
Ask two people what this house is called and you can get two answers, both of them right. Since around 23 September 2022, the label on the bags, the storefronts and the show invitations has said simply FERRAGAMO. Yet the annual report, the share listing and every major resale platform still say Salvatore Ferragamo. This is not a clash, 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; see it once and the confusion never comes back. The rest of this piece takes that single insight apart and puts it back together.
What actually changed in September 2022
The change was unveiled around 23 September 2022, placed 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 significant shift in tone, because a handwritten signature signals founder, family and workshop, while a cut serif says institution, monument and permanence. Because it came in the same period as Maximilian Davis’s tenure as creative director, which began in March 2022, the visual reset and the design reset came as a pair. The founder’s name was never removed from the story, only from the front feragamo of the label, and the archive he built still underpins 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 the company’s still, and it was never dropped. The legal entity behind every Ferragamo bag is Salvatore Ferragamo S.p.A., and its own 2026 investor documents carry 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 reads as 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 was renamed alongside the logotype. Both names are therefore in play together, working in different registers: the first is a brand, the second a company.
Why the resale market never switched
Resale is where the older name clings on hardest. The house is still listed under Salvatore Ferragamo on every major pre-owned platform, which means a Gancini crossbody or a Hug shoulder bag is placed in that category whatever its date of manufacture. There is a straightforward reason for it. Those catalogues reach across decades of stock, and relabelling an archive full of bags made long before 2022 would wreck every historical listing and every saved search. What buyers type is the wording stamped inside the bags they already own, which changes only slowly. So the secondary market has kept the founder’s first name in circulation even as the boutique dropped it. If you shop pre-owned and search only the short form, you will miss inventory sitting in plain sight.
Where each name turns 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 find the one-word mark. On a share listing, an annual report or a corporate release you will see the full company name. The founder’s name holds fast 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. The table below lays out where each version turns up, so you can stop second-guessing which one you are looking at.
| Where you see it | Which name | Why that one |
|---|---|---|
| Storefront, hangtag, campaign, runway | Ferragamo | The brand mark adopted around 23 September 2022, logotype by Peter Saville |
| Stock listing, annual report, regulatory 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 cover decades of stock, so archive listings stay findable |
| Search boxes and everyday speech | Both forms, plus misspellings | Habit outlasts branding decisions by years |
The search box problem
Search behaviour is the messiest 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 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 looking for a different brand; they are all looking for the same Florentine leather goods. The practical takeaway is to try more than one spelling before concluding that a model is unavailable.
Did anything change on the bags?
A logo change is not a product change, and it is fair to ask what 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, every current bag product page printing it and the Studio Bag collection page stating that each bag is crafted in Italy. The material vocabulary also stayed, taking in smooth and grained calfskin, suede, python, hand-woven wicker with silk lining, raffia, canvas and jacquard. What did move was emphasis, as the Hug became the assortment’s centre of gravity and the Cara arrived as the newest architectural silhouette. Prices did not jump either: observed 2026 market prices on the house’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 survived the rename intact; only the way the house signs its work changed.
What this changes when you shop
Treat the two names as two doors into the same room. Anything current calls for the one-word form, since that is how the label’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. Do not treat the older name on a listing as a warning sign, and do not treat the newer one as proof of anything either, since both appear in entirely legitimate contexts. There is one structural fact worth keeping: no official online outlet exists, only seasonal sale sections on the brand’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 seriously enough to publish numbers, reporting 107 fraudulent websites and 89,136 counterfeit listings removed for 2022 alone.
The short 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. Anyone telling you the brand was renamed outright has half the story; anyone telling you nothing changed has the other half. Resale platforms, search habits and every wardrobe stocked before 2022 all keep that name in use. Whichever version gets you to the bag you want is the right one to use, and you should expect to meet both. Two names now sit together in this house, with no sign of them being collapsed into one.
