Salvatore Ferragamo or Ferragamo? The 2022 Rename Explained
Try 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. The annual report, the share listing and every major resale platform, however, 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 see it the confusion goes away for good. What follows is that single insight, taken apart and put back together.
What actually changed in September 2022
The change was announced around 23 September 2022, timed 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 draws on the lettering of classical stone inscriptions. The word Salvatore came off the front of the brand. The shift in tone is far from small: a handwritten signature reads as founder, family and workshop, whereas a cut serif stands for 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 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 sits behind every current bag. Practically speaking, any bag bought after that point shows a brand identity salvatore ferragamo bag of exactly one word.
What stayed the same: the company
The company kept its name, and it still has it. Behind every Ferragamo bag sits the legal entity Salvatore Ferragamo S.p.A., and that is precisely the name its own 2026 investor documents bear. Listed on Borsa Italiana under the ticker SFER, it 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 is why both names are live at once, 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 indexes 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 practical reason. 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 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. If you shop pre-owned and search only the short form, you will miss inventory sitting in plain sight.
Where each name shows up
It helps to think of the two names as attached to different surfaces rather than different eras. On a shop front, a hangtag, a campaign or a runway credit you will see the one-word mark. On a share listing, an annual report or a corporate release you will see 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.
| Context | Version used | Why that one |
|---|---|---|
| Shop front, hangtag, campaign and 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 |
| Pre-owned and consignment platforms | Salvatore Ferragamo | Catalogues run back decades, so archive listings remain findable |
| Search boxes and ordinary conversation | Either form, misspellings included | 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 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. A consistent 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 point to the same Florentine leather goods. In practice, try more than one spelling before you assume a model is unavailable.
Did the bags change?
A logo change is not a product change, and it is fair to ask what moved on the bags. Gancio and Gancini hardware remained, with both spellings still the brand’s own usage; current copy sets out 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 runs through smooth and grained calfskin, suede, python, hand-woven wicker with silk lining, raffia, canvas and jacquard. Emphasis is what shifted, with the Hug becoming the assortment’s centre of gravity and the Cara arriving as the newest architectural silhouette. Nor did prices restart: observed 2026 market prices on the label’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. The design language survived the rename intact; only the way the house signs its work changed.
What this changes 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 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. With anything pre-owned or archival, include the founder’s full name to your search, since 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. A website that advertises itself as an official online outlet, whichever version of the name it uses, 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
The distinction in a single line, if that is what you want: the brand is Ferragamo, the company is Salvatore Ferragamo S.p.A., and both are correct in 2026. Taking effect around 23 September 2022, the rename altered the mark, the logotype and the way the house presents itself, while leaving 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. The founder’s name is kept alive 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. The house has made room for two names, and it shows no sign of collapsing them into one.