Salvatore Ferragamo or Ferragamo? The 2022 Rename, Explained
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. Yet the annual report, the share listing and every major resale platform still read 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 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 changed: in place of the founder’s handwritten script signature came a custom serif by the designer Peter Saville, based on the lettering of classical stone inscriptions. The word Salvatore dropped from the front of the brand. The shift in tone is real: a handwritten signature reads as founder, family and workshop, whereas a cut serif speaks of institution, monument and permanence. Because it arrived in the same period as Maximilian Davis’s tenure as creative director, which began in March shop now 2022, the visual reset and the design reset came as a pair. The founder’s name was not deleted 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 kept its name, and it still has it. Behind every Ferragamo bag sits the legal entity Salvatore Ferragamo S.p.A., and that is precisely the name its own 2026 investor documents use. It is listed on Borsa Italiana under the ticker SFER and remains family-controlled. What happened, then, was a rename of the mark rather than of the corporation, and the distinction sounds like pedantry only 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. That is why both names are live at once, in different registers: one is a brand, the other is a company.
Why resale platforms never changed over
Resale is where the older name survives most stubbornly. The house is still listed under Salvatore Ferragamo on every major pre-owned platform, which means a Gancini crossbody or a Hug shoulder bag sits in that category whatever its date of manufacture. The reason is practical. Those catalogues span decades of stock, and relabelling an archive full of bags made long before 2022 would destroy every historical listing and every saved search. What buyers type is the wording stamped inside the bags they already own, which changes only slowly. So the secondary market has held the founder’s first name in circulation even as the boutique let it go. Search only the short form when you shop pre-owned and you will walk straight 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. On a shop front, a hangtag, a campaign or a runway credit you will see the one-word mark. Share listings, annual reports and corporate releases use 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. None of these is wrong and none of them contradicts the others. The table below sets out where each version turns up so you can stop second-guessing which one you are looking at.
| Surface | Version used | Why that one |
|---|---|---|
| Shop front, hangtag, campaign and 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, which never changed; ticker SFER on Borsa Italiana |
| Resale and consignment sites | Salvatore Ferragamo | Catalogues cover decades of stock, so archive listings stay findable |
| Search boxes and everyday speech | Both versions, plus misspellings | Habit outlives branding decisions by years |
The problem with search boxes
Search behaviour is the most chaotic surface of all, and it is worth being blunt about it. Plenty of people still type salvatore bag and salvatore bags when what they are looking for 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 hunting for a discount 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 after a different brand; they are all after the same Florentine leather goods. In practice, run more than one spelling before you conclude 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 stayed put, with both spellings still the label’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. Emphasis is what shifted, with the Hug settling as the assortment’s centre of gravity and the Cara arriving as the newest architectural silhouette. Nor did prices reset: observed 2026 market prices on the label’s own site still stretch 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 survived the rename intact; only the way the house signs its work changed.
What it means 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. With anything pre-owned or archival, include 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 occur in entirely legitimate contexts. One structural fact is truly 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 presenting itself 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 version
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 keep the founder’s name alive, search habits keep it alive, and so does 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. The house has settled into two names, and it shows no sign of collapsing them into one.