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 read simply FERRAGAMO. The annual report, the share listing and every major resale platform, however, still show Salvatore Ferragamo. This is not a contradiction, and it is not a half-finished rebrand that somebody forgot to complete. What you are looking at is a precise distinction between a brand mark and a legal entity; grasp it once and the confusion never comes back. What follows is that single insight, taken apart and put back together.
What actually changed in September 2022
The change was unveiled around 23 September 2022, timed 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, nodding to 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. In practical terms, a bag bought after that point carries a brand identity exactly one word long.
What stayed the same: the company
The company ferregamo.net/hug-bags 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. Listed on Borsa Italiana 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 as they were 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 is placed in that category whatever its date of manufacture. There is a down-to-earth reason for it. 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. 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 overlook inventory sitting in plain sight.
Where you will meet each name
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 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 persists. Not one of them is wrong, and not one undercuts another. Where each version turns up is set out in the table below, which should end the second-guessing.
| Where you see it | Version used | Why that one |
|---|---|---|
| Shop front, hangtag, campaign and 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 |
| Pre-owned and consignment platforms | Salvatore Ferragamo | Catalogues span decades of stock, keeping archive listings findable |
| Search boxes and everyday speech | Both versions, plus misspellings | Habit outlasts branding decisions by years |
The search box question
Of all the surfaces, search behaviour is the least tidy, 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. 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 after a different brand; they are all looking for the same Florentine leather goods. The practical upshot 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 fair to ask what moved on the bags. The Gancio and Gancini hardware stayed, and both spellings continue as the brand’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 in place: it appears on every current bag product page, and the Studio Bag collection page states that each bag is crafted in Italy. The material vocabulary also stayed, running through 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 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.
What this changes when you shop
Two names, one room: treat them as two doors into it. 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, 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 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. A website that passes itself off as an official online outlet, whichever version of the name it uses, is not this brand. Seriously enough to publish numbers, the house reports 107 fraudulent websites and 89,136 counterfeit listings removed for 2022 alone.
In brief
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 came into force 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. Resale platforms keep the founder’s name alive, search habits keep it alive, and so does 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.