Salvatore Ferragamo or Ferragamo? Making Sense of the 2022 Rename
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 shown simply FERRAGAMO. Yet the annual report, the share listing and every major resale platform still say Salvatore Ferragamo. None of that is a contradiction, 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 grasp it the confusion goes away for good. What follows is that single insight, pulled apart and reassembled.
What really changed in September 2022
Around 23 September 2022 the change was announced, positioned ahead of the Spring/Summer 2023 show. What moved 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 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. 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 landed together. salvatore ferragamo handbags 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 bag. In practical terms, a bag bought after that point wears a brand identity exactly one word long.
The part that did not change: the company
The company retained its name, and it has it to this day. Behind every Ferragamo bag sits the legal entity Salvatore Ferragamo S.p.A., and that is precisely the name its own 2026 investor documents carry. Listed on Borsa Italiana under the ticker SFER, it continues to be 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 rebadged alongside the logotype. Both names are therefore live at once, working in different registers: the first is a brand, the second a company.
Why resale never made the switch
Resale is where the older name is most stubbornly alive. The house is still listed under Salvatore Ferragamo on every major pre-owned platform, which means a Gancini crossbody or a Hug shoulder bag sits in that category whatever its date of manufacture. The reason is practical. 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 only slowly. 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.
Where each name turns up
It helps to think of the two names as belonging to different surfaces rather than to 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 survives. None of these is wrong, and none of them cancels the others out. The table below maps where each version turns up, so you can stop second-guessing which one you are looking at.
| Surface | Version used | Why |
|---|---|---|
| Storefront, hangtag, campaign, runway | Ferragamo | The brand mark in use from around 23 September 2022, logotype drawn by Peter Saville |
| Stock listing, annual report, regulatory 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 everyday speech | Either form, misspellings included | Habit outlasts branding decisions by years |
What happens in the search box
Search behaviour is the untidiest surface of all, and it is worth being blunt about it. Plenty of people still type salvatore bag and salvatore bags when what they want 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. A reliable share of them type feragamo, with a single r, which is the most common misspelling of the name. None of these queries is looking for a different brand; they are all looking for the same Florentine leather goods. In practice, run more than one spelling before you assume 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, with every current bag product page carrying it and the Studio Bag collection page stating that each bag is crafted in Italy. The material vocabulary also stayed, running through 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 label’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 this changes when you shop
The two names are best understood 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. 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 occur 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. The house takes that so seriously to publish numbers, reporting 107 fraudulent websites and 89,136 counterfeit listings removed for 2022 alone.
In brief
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.