Salvatore Ferragamo or Ferragamo? The 2022 Rename Made Clear
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 say Salvatore Ferragamo. This is not a contradiction, and it is not a half-finished rebrand that somebody 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. What follows is that single insight, taken apart and put back together.
September 2022: what actually moved
The change was announced around 23 September 2022, timed 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. Off the front of the brand went the word Salvatore. 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 carries a brand identity of exactly one word.
The part that did not change: the official website 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 remains family-controlled. So this was a rename of the mark, not of the corporation, a distinction that feels like nitpicking 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 carried over unchanged when the logotype changed. That is why both names are current at the same time, in different registers: one is a brand, the other is a company.
Why the secondary market kept the old name
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 straightforward 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. Buyers also type what is embossed inside the bags they already own, and that is a slow thing to change. The result is a secondary market that quietly kept the founder’s first name in circulation while 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 shows up
It helps to think of the two names as living on different surfaces rather than 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 survives. 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.
| Context | Which name | 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 cover decades of stock, so archive listings stay findable |
| Search boxes and everyday speech | Both versions, plus misspellings | Habit outlives branding decisions by years |
What happens in the search box
Search behaviour is the most chaotic surface of all, and it is worth being blunt about it. People still type salvatore bag and salvatore bags when they have in mind handbags from this house, 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. 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. In practice, try 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. The Gancio and Gancini hardware stayed, and both spellings remain 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, 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 also stayed, taking in 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 reset either: observed 2026 market prices on the house’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 came through unchanged.
What this means when you shop
Think of the two names as two doors into one room. 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. 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. 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. A website that presents itself 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
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. Take whichever version gets you to the bag you want, and expect to meet both. The house has settled into two names, and it shows no sign of collapsing them into one.