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. Since around 23 September 2022, the label on the bags, the storefronts and the show invitations has carried simply FERRAGAMO. The annual report, the share listing and every major resale platform, however, 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 careful distinction between a brand mark and a legal entity; register it once and the confusion never comes back. What follows is that single insight, pulled apart and reassembled.
What did change in September 2022
Around 23 September 2022 the change was put out, timed to land ahead of the Spring/Summer 2023 show. What shifted was the mark: the founder’s handwritten script signature made room for a custom serif drawn by the designer Peter Saville, which echoes the lettering of classical stone inscriptions. The word Salvatore was taken off the front of the brand. That is a substantial shift in tone, because a handwritten signature suggests founder, family and workshop, while a cut serif signals 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. The founder’s name was not erased from the story, only from the front of the label, 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
The company kept its name, and it still has it. 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. Nothing about the ownership, the Florentine headquarters at Palazzo Spini Feroni or the corporate structure was renamed alongside the logotype. That ferragamo tote bags is why both names are current at the same time, in different registers: one is a brand, the other is a company.
Why resale never made the switch
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. The reason is a practical one. 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, which is a slow thing to change. The result is a secondary market that quietly kept the founder’s first name in circulation while 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.
Which name goes where
The useful way to hold it is that the two names sit on different surfaces, not 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 use 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. 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 | Version used | Reason |
|---|---|---|
| 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 company name, unchanged; ticker SFER on Borsa Italiana |
| Resale and consignment platforms | Salvatore Ferragamo | Catalogues cover decades of stock, so archive listings stay findable |
| Search boxes and ordinary conversation | Either form, misspellings included | Habit survives branding decisions by years |
What happens in the search box
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. ferragamo bag and ferragamo bags get typed too, and anyone looking for a deal will 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. Not one of these queries wants 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 themselves change?
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 in place: 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 also stayed, covering 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 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 weathered the rename unchanged; only the way the house signs its work changed.
How to use this when shopping
Treat the two names as two doors into the same room. For anything current, use the one-word form, because that is how the brand’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. With anything pre-owned or archival, include the founder’s full name to your search, since 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 genuinely useful 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. 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, take this: 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. 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 coexist in this house, with no sign of them being collapsed into one.
