Salvatore Ferragamo or Ferragamo? Making Sense of the 2022 Rename
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 carried simply FERRAGAMO. Yet the annual report, the share listing and every major resale platform still say Salvatore Ferragamo. This is not a contradiction, and it is not a half-finished rebrand that somebody forgot to complete. It is a exact distinction between a brand mark and a legal entity, and once you notice it the confusion goes away for good. The rest of this piece unpacks that single insight and reassembles it.
What actually changed in September 2022
The change was announced around 23 September 2022, timed ahead of the Spring/Summer 2023 show. The mark is what moved: in place of the founder’s handwritten script signature came a custom serif by the designer Peter Saville, nodding to the lettering of classical stone inscriptions. The word Salvatore came off the front of the brand. The shift in tone is far from small: a handwritten signature speaks of founder, family and workshop, whereas a cut serif speaks of 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. 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 displays a brand identity of exactly one word.
What did not change: the company
The company retained 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. Listed on Borsa Italiana https://salvatorebags.com/tote-bags/ under the ticker SFER, it is still 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. The ownership, the Florentine headquarters at Palazzo Spini Feroni and the corporate structure were all left untouched when the logotype changed. 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
Resale is where the older name is most stubbornly alive. The house is still catalogued under Salvatore Ferragamo on every major pre-owned platform, which means a Gancini crossbody or a Hug shoulder bag shows up in that category whatever its date of manufacture. There is a practical reason. Because those catalogues contain decades of stock, relabelling an archive of bags made long before 2022 would undo 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. 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. Shop fronts, hangtags, campaigns and runway credits show the one-word mark. Share listings, annual reports and corporate releases give 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 that one |
|---|---|---|
| Storefront, hangtag, campaign, runway | Ferragamo | The brand mark adopted around 23 September 2022, logotype by Peter Saville |
| Stock listing, annual report, regulatory filings | Salvatore Ferragamo S.p.A. | The legal corporate name, left as it was; ticker SFER on Borsa Italiana |
| Resale and consignment platforms | Salvatore Ferragamo | Catalogues cover decades of stock, so archive listings stay findable |
| Search boxes and everyday speech | Either form, misspellings included | Habit outlives 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 after a bargain they 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 chasing 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 change?
A logo change is not a product change, and it is fair to ask what 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 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, 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 shift 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. What changed was the way the house signs its work, and nothing else: the design language remained whole.
What it means when you shop
The two names are best understood 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. For anything pre-owned or archival, search the founder’s full name as well, because that is how the platforms are indexed. Do not take the older name on a listing as a warning sign, and do not treat the newer one as proof of anything either, since both appear 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 claiming to be 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 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. 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. The founder’s name is sustained by resale platforms, by search habits, and by every wardrobe stocked before 2022. Type whichever version gets you to the bag you want, and expect to meet both. The house has made room for two names, and it shows no sign of collapsing them into one.