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. The annual report, the share listing and every major resale platform, however, 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, taken apart and put back together.
What really changed in September 2022
Around 23 September 2022 the change was put out, deliberately placed ahead of the Spring/Summer 2023 show. The mark is what changed: in place of the founder’s handwritten script signature came a custom serif by the designer Peter Saville, based on the lettering of classical stone inscriptions. Off the front of the brand went the word Salvatore. 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 came 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 not erased from the story, only from the front of the label, and the archive he built still stands behind every current bag. Practically speaking, any bag bought after that ferragamo crossbody bag point shows a brand identity of exactly one word.
What did not change: the company
The company retained its name, and it has it to this day. The legal entity standing behind every Ferragamo bag is Salvatore Ferragamo S.p.A., and its own 2026 investor documents use exactly that name. It is listed on Borsa Italiana under the ticker SFER and 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 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 the resale market never switched
Resale is where the older name is most stubbornly alive. 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 hold decades of stock, relabelling an archive of bags made long before 2022 would undo every historical listing and every saved search. Buyers also type what is stamped inside the bags they already own, which is a slow thing to change. So the secondary market has held the founder’s first name in circulation even as the boutique set it aside. If you shop pre-owned and search only the short form, you will overlook inventory sitting in plain sight.
Which name goes where
It helps to think of the two names as belonging to different surfaces rather than 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 find 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 contradicts the others. The table below sets out where each version turns up so you can stop second-guessing which one you are looking at.
| Where you see it | Which name | Reason |
|---|---|---|
| Storefront, hangtag, campaign, runway | Ferragamo | The brand mark in use from around 23 September 2022, logotype drawn by Peter Saville |
| Share listing, annual report and 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 bars and everyday talk | Both versions, 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 after a bargain they type ferragamo sale or ferragamo outlet. A reliable share of them type feragamo, with a single r, which is the most common misspelling of the name. Not one of these queries wants a different brand, since they all mean the same Florentine leather goods. The practical takeaway is to try more than one spelling before concluding that a model is unavailable.
Did the bags themselves change?
A logo change is not a product change, and it is only right 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 remained: it appears 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 landed as the newest architectural silhouette. Prices did not reset 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 survived the rename intact; only the way the house signs its work changed.
How to use this when shopping
Two names, the same room: treat them as two doors into it. 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, run 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 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.
The short version
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 held in place 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 sit together in this house, with no sign of them being collapsed into one.