Salvatore Ferragamo or Ferragamo? The 2022 Rename, Explained
Two people can give you two different answers about what this house is called, and both of them are correct. 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. None of that is inconsistent, nor is it a half-finished rebrand that someone forgot to complete. What you are looking at is a precise 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.
September 2022: what actually moved
The change was made public around 23 September 2022, placed ahead of the Spring/Summer 2023 show. The mark is what was redrawn: in place of the founder’s handwritten script signature came a custom serif by the designer Peter Saville, referencing the lettering of classical stone inscriptions. The word Salvatore came 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 came in the same period as Maximilian Davis’s tenure as creative director, which began in March 2022, the visual reset and the design reset happened at once. The founder’s name was not erased from the story, feragamo 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 kept 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 print 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 headquarters at Palazzo Spini Feroni or the corporate structure was renamed alongside the logotype. Both names are therefore live at once, working in different registers: the first is a brand, the second a company.
Why the resale market never switched
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 sits 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. Buyers also type what is stamped inside the bags they already own, which is a slow thing to change. So the secondary market has held the founder’s first name in circulation even as the boutique set it aside. Search only the short form when you shop pre-owned and you will miss inventory sitting in plain sight.
Which name goes where
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 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 lives on. None of these is wrong, and none of them contradicts the others. The table below lays out where each version turns up, so you can stop second-guessing which one you are looking at.
| Where you see it | Name in use | 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 |
| Stock listing, annual report, regulatory filings | Salvatore Ferragamo S.p.A. | The legal company name, unchanged; ticker SFER on Borsa Italiana |
| Resale and consignment sites | Salvatore Ferragamo | Catalogues run back decades, so archive listings remain findable |
| Search boxes and everyday speech | Both versions, plus misspellings | Habit outlives branding decisions by years |
The search box question
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 want 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. feragamo, with a single r, is typed by a persistent share of them, and it is the most common misspelling of the name. None of these queries is chasing a different brand; they are all after the same Florentine leather goods. The practical lesson is to try more than one spelling before assuming that a model is unavailable.
Did the bags change?
A logo change is not a product change, and it is only right 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 remained, every current bag product page showing it and the Studio Bag collection page stating that each bag is crafted in Italy. So did the material vocabulary, which still takes in smooth and grained calfskin, suede, python, hand-woven wicker with silk lining, raffia, canvas and jacquard. What did change was emphasis: the Hug became the assortment’s centre of gravity, and the Cara landed as the newest architectural silhouette. Prices did not shift 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.
What this changes when you shop
Treat the two names as two doors into the same room. For anything current, stick to 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, search 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 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
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. 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. Whoever tells you the brand was renamed outright is holding half the story, and whoever tells you nothing changed is holding the other half. The founder’s name is held in place 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 coexist in this house, with no sign of them being collapsed into one.