By 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 state Salvatore Ferragamo. This is not a contradiction, and it is not a half-finished rebrand that somebody forgot to complete. It is a exact distinction between a brand mark and a legal entity, and once you see 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 revealed, deliberately placed ahead of 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. 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 landed together. The founder’s name was not erased from the story, only from the front ferregamo.org of the label, and the archive he built still sits behind every current bag. Practically speaking, any bag bought after that point carries a brand identity of exactly one word.
The part that did not change: the company
The company kept its name, and it still has it. Behind every Ferragamo bag is 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. 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 carried over unchanged when the logotype changed. That is why both names are current at the same time, in different registers: one is a brand, the other is a company.
Why resale platforms never changed over
Resale is where the older name is most stubbornly alive. Every major pre-owned platform still catalogues the house under Salvatore Ferragamo, so a listing for a Gancini crossbody or a Hug shoulder bag lands in that category regardless of when the bag was made. There is a down-to-earth reason for it. Those catalogues span decades of stock, and relabelling an archive full of bags made long before 2022 would break every historical listing and every saved search. What buyers type is the wording stamped inside the bags they already own, which changes slowly. So the secondary market has kept the founder’s first name in circulation even as 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 you will meet each name
The useful way to hold it is that the two names belong to different surfaces, not different eras. On a shop front, a hangtag, a campaign or a runway credit you will meet 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 cancels the others out. Where each version turns up is mapped in the table below, which should end the second-guessing.
| Where you see it | Which name | Why |
|---|---|---|
| Storefronts, hangtags, campaigns, 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, unchanged; ticker SFER on Borsa Italiana |
| Resale and consignment sites | Salvatore Ferragamo | Catalogues cover decades of stock, so archive listings stay findable |
| Search boxes and everyday speech | Both versions, plus misspellings | Habit survives 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 mean 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. feragamo, with a single r, is typed by a persistent share of them, and it is the most common misspelling of the name. Not one of these queries means a different brand, since they all point to 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 change?
Changing a logo is not changing a product, so it is reasonable 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, every current bag product page printing it and the Studio Bag collection page stating that each bag is crafted in Italy. So did the material vocabulary, which still runs 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. Prices did not shift 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 weathered the rename unchanged; only the way the house signs its work changed.
What this means when you shop
Treat the two names as two doors into the same room. For anything current, go with the one-word form, because that is how the house’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, run the founder’s full name as well, because 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. 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. Resale platforms keep the founder’s name alive, search habits keep it alive, and so does every wardrobe stocked before 2022. Use whichever version gets you to the bag you want, and expect to meet both. The house has made room for two names, and it shows no sign of collapsing them into one.