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 read simply FERRAGAMO. Yet the annual report, the share listing and every major resale platform still say Salvatore Ferragamo. This is no contradiction, 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. What follows is that single insight, dismantled and rebuilt.
What did change 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 made room for a custom serif drawn by the designer Peter Saville, which echoes 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 arrived 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 coincided. The founder’s name was not deleted from the story, only from the front of the label, and the archive he built still stands behind every current ferragamo outlet 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 retained its name, and it has it to this day. 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 feels like nitpicking 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 changed name 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 survives most stubbornly. 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 for it. Those catalogues span decades of stock, and relabelling an archive full of bags made long before 2022 would destroy every historical listing and every saved search. What buyers type is what is stamped inside the bags they already own, which changes at a crawl. The result is a secondary market that quietly kept the founder’s first name in circulation while the boutique let it go. Search only the short form when you shop pre-owned and you will miss inventory sitting in plain sight.
Where each name shows up
It helps to think of the two names as belonging to different surfaces rather than different eras. Shop fronts, hangtags, campaigns and runway credits use the one-word mark. Share listings, annual reports and corporate releases give 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. 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 run back decades, so archive listings remain findable |
| Search boxes and ordinary conversation | Both versions, plus misspellings | Habit survives branding decisions by years |
The search box problem
Of all the surfaces, search behaviour is the messiest, and bluntness helps here. 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. ferragamo bag and ferragamo bags get typed too, and anyone after a reduction will 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 means a different brand, since they all land on 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 label’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, with every current bag product page carrying it and the Studio Bag collection page stating that each bag is crafted in Italy. So did the material vocabulary, which still spans 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 it means when you shop
Treat the two names as two doors into the same room. For anything current, use 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, also try 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 genuinely 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. Seriously enough to publish numbers, the house reports 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. 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; 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.