Salvatore Ferragamo or Ferragamo? The 2022 Rename, Explained
Try two people what this house is called and you can get two answers, 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 show Salvatore Ferragamo. This is no contradiction, and it is not a half-finished rebrand that somebody forgot to complete. It is a precise distinction between a brand mark and a legal entity, and once you see it the confusion goes away for good. The rest of this piece unpacks that single insight and reassembles it.
What really changed in September 2022
The change was announced around 23 September 2022, timed ahead of the Spring/Summer 2023 show. What changed was the mark: the founder’s handwritten script signature made room for 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 considerable shift in tone, because a handwritten signature says founder, family and workshop, while a cut serif says 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 of exactly one word.
What 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. Listed on Borsa Italiana under the ticker SFER, it is still family-controlled. What happened, then, was a ferragamo outlet rename of the mark rather than of the corporation, and the distinction sounds like pedantry only 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 never made the switch
Resale is where the older name clings on hardest. Every major pre-owned platform still files 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 reach across 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. 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 occupy different surfaces, not 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 encounter 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.
| Surface | Name in use | Reason |
|---|---|---|
| Storefronts, hangtags, campaigns, runway | Ferragamo | The brand mark in use from around 23 September 2022, logotype drawn by Peter Saville |
| Share listing, annual report, 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 | Both forms, 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 chasing 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. None of these queries is looking for a different brand; they are all after the same Florentine leather goods. The practical lesson is to try more than one spelling before deciding that a model is unavailable.
Did the bags change?
Changing a logo is not changing a product, so it is worth asking what actually moved on the bags. Gancio and Gancini hardware remained, with both spellings still the house’s own usage; current copy mentions two golden Gancio buckles on the Hug XS and an iconic Gancini closure on the Cara. Made in Italy remained: it runs across every current bag product page, and the Studio Bag collection page states that each bag is crafted in Italy. The material vocabulary stayed too, 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 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 survived the rename intact; 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. Anything current calls for the one-word form, since that is how the label’s own webstore, its roughly 354 boutiques and its authorised stockists, Nordstrom, Bloomingdale’s, Saks Fifth Avenue, Mytheresa and Farfetch included, organise their pages. 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 turn up in entirely legitimate contexts. One structural fact is truly 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 posing as an official online outlet, under either version of the name, is not this brand. The house takes that sufficiently seriously 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, here it is: 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. Resale platforms, search habits and every wardrobe stocked before 2022 all hold the founder’s name in circulation. 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.
