Salvatore Ferragamo or Ferragamo? The 2022 Rename Explained
Ask two people what this house is called and you can get two answers, both of them right. From around 23 September 2022 onward, the bags, the storefronts and the show invitations have read simply FERRAGAMO. Yet the annual report, the share listing and every major resale platform still say Salvatore Ferragamo. None of that is contradictory, nor is it a half-finished rebrand that someone forgot to complete. It is a deliberate distinction between a brand mark and a legal entity, and once you notice it the confusion goes away for good. What follows is that single insight, pulled apart and reassembled.
September 2022: what actually moved
The change was announced around 23 September 2022, scheduled just before the Spring/Summer 2023 show. What shifted was the mark: the founder’s handwritten script signature gave way to a custom serif drawn by the designer Peter Saville, which echoes 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. Because it arrived 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. Only the front of the label lost the founder’s name; the ferragamo hug bags story kept it, and the archive he built still sits behind every current bag. In practical terms, a bag bought after that point carries a brand identity exactly one word long.
What did not change: the company
Its name is still the company’s, and it was never dropped. The legal entity standing 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 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 were all left untouched 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 resale market never switched
Resale is where the older name clings on hardest. 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 a practical one. 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 stamped inside the bags they already own, which is a slow thing to change. So the secondary market has quietly 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 belong to different surfaces, not different eras. Shop fronts, hangtags, campaigns and runway credits use the one-word mark. Share listings, annual reports and corporate releases use the full company name. The founder’s name persists on resale platforms, in search boxes, and in a wardrobe someone has owned for fifteen years. None of these is wrong and none of them contradicts the others. Where each version turns up is set out in the table below, which should end the second-guessing.
| Context | Version used | Why that one |
|---|---|---|
| Storefront, hangtag, campaign, runway | Ferragamo | The brand mark adopted around 23 September 2022, 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 sites | Salvatore Ferragamo | Catalogues run back decades, so archive listings remain findable |
| Search bars and everyday talk | Either form, misspellings included | Habit outlives branding decisions by years |
The search box problem

Search behaviour is the messiest surface of all, and it is worth being blunt about it. Plenty of people still type salvatore bag and salvatore bags when what they are looking for 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. feragamo, with a single r, is typed by a constant share of them, and it is the most common misspelling of the name. Not one of these queries seeks a different brand, since they all mean the same Florentine leather goods. In practice, run more than one spelling before you decide a model is unavailable.
Did the bags 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 in place: it runs across 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 takes in 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 arrived as the newest architectural silhouette. Nor did prices change footing: observed 2026 market prices on the brand’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. What changed was the way the house signs its work, and nothing else: the design language survived intact.
How to use this when shopping
The two names are best taken as two doors into the same room. For anything current, use the one-word form, because that is how the label’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. 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 turn up in entirely legitimate contexts. One structural fact is truly useful here: there is no official online outlet, only seasonal sale sections on the brand’s own site and brand-operated stores inside outlet villages. Any website posing 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 version
If you want the distinction in one line, there you are: 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. Anyone telling you the brand was renamed outright has half the story, and anyone telling you nothing changed has the other half. Resale platforms keep the founder’s name alive, search habits keep it alive, and so does every wardrobe stocked before 2022. 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.



