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. 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 show Salvatore Ferragamo. None of that is inconsistent, nor is it a half-finished rebrand that someone 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 takes that single insight apart and puts it back together.
What actually changed in September 2022
Around 23 September 2022 the change was revealed, timed to land 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, referencing 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 suggests founder, family and workshop, while a cut serif suggests 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 never removed 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 held on to its name, and it has never given it up. 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 sounds like pedantry right up until you try to reconcile a boutique window with a financial filing. Nothing about the ownership, the Florentine salvatore ferragamo outlet 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
The older name survives most tenaciously in resale. 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 entirely practical. Those catalogues span decades of stock, and relabelling an archive full of bags made long before 2022 would wreck 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 has 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.
Which name goes where
It helps to think of the two names as belonging to different surfaces rather than different eras. Shop fronts, hangtags, campaigns and runway credits carry the one-word mark. On a share listing, an annual report or a corporate release you will see 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 undercuts another. The table below sets out where each version turns up so you can stop second-guessing which one you are looking at.
| Context | Which name | Why that one |
|---|---|---|
| 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 corporate name, left as it was; ticker SFER on Borsa Italiana |
| Pre-owned and consignment platforms | Salvatore Ferragamo | Catalogues cover decades of stock, so archive listings stay findable |
| Search bars and everyday talk | Both versions, plus misspellings | Habit survives branding decisions by years |
The search box question
Search behaviour is the most chaotic 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 after a reduction 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. None of these queries is looking for a different brand; they are all looking for 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 reasonable to ask what moved on the bags. The Gancio and Gancini hardware remained, and both spellings continue as 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. The material vocabulary stayed too, taking in smooth and grained calfskin, suede, python, hand-woven wicker with silk lining, raffia, canvas and jacquard. What did move was emphasis: the Hug became the assortment’s centre of gravity, and the Cara appeared as the newest architectural silhouette. Nor did prices restart: 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, above which sits a thin exotic tail. The design language weathered the rename unchanged; only the way the house signs its work changed.
What this changes when you shop
Read the two names as two doors into one room. Anything current calls for the one-word form, since that is how the house’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, run 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 worth carrying 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 version
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; 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. 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.
