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 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. What you are looking at is a clean distinction between a brand mark and a legal entity; register it once and the confusion never comes back. What follows is that single insight, pulled apart and reassembled.
September 2022: what actually moved
The change was announced around 23 September 2022, placed ahead of the Spring/Summer 2023 show. The mark is what changed: 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. Off the front of the brand came the word Salvatore. That is a considerable shift in tone, because a handwritten signature signals founder, family and workshop, while a cut serif says institution, monument and permanence. It landed 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. 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. In practical terms, a bag bought after that point bears a brand identity exactly one word long.
What did not change: the company
The company kept its name, and it still has it. 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 is still family-controlled. So this was a rename of the ferragamo mini tote mark, not of the corporation, a distinction that reads as pedantry right up until you try to reconcile a boutique window with a financial filing. The ownership, the Florentine headquarters at Palazzo Spini Feroni and the corporate structure were all left untouched when the logotype changed. 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
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. 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 name stamped inside the bags they already own, which changes 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.
Which name goes where
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 encounter 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. None of these is wrong, and none of them cancels the others out. 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 | Why |
|---|---|---|
| Storefronts, hangtags, campaigns, runway | Ferragamo | The brand mark adopted around 23 September 2022, logotype by Peter Saville |
| Share listing, annual report and filings | Salvatore Ferragamo S.p.A. | The legal company name, unchanged; ticker SFER on Borsa Italiana |
| Pre-owned and consignment platforms | Salvatore Ferragamo | Catalogues span decades of stock, keeping archive listings findable |
| Search boxes and ordinary conversation | Both versions, plus misspellings | Habit outlasts branding decisions by years |
The problem with search boxes
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. feragamo, with a single r, is typed by a constant share of them, and it 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.
And the bags themselves?
Changing a logo is not changing a product, so it is worth asking what actually moved on the bags. Gancio and Gancini hardware were kept, with both spellings still the house’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 carrying it and the Studio Bag collection page stating 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. Nor did prices change footing: observed 2026 market prices on the brand’s own site still reach 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. What changed was the way the house signs its work, and nothing else: the design language came through unchanged.
What it means when you shop
Treat the two names as two doors into the same room. Anything current calls for the one-word form, since that is how the brand’s own webstore, its roughly 354 boutiques and its authorised stockists, Nordstrom, Bloomingdale’s, Saks Fifth Avenue, Mytheresa and Farfetch included, organise their pages. With anything pre-owned or archival, use the founder’s full name to your search, since 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 appear in entirely legitimate contexts. There is one structural fact worth holding on to: no official online outlet exists, 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 one-line answer
If you want the distinction in one line, take this: 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. Resale platforms, search habits and every wardrobe stocked before 2022 all keep the founder’s name alive. 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 live side by side in this house, with no sign of them being collapsed into one.