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 neither is wrong. From around 23 September 2022 onward, the bags, the storefronts and the show invitations have shown 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, dismantled and rebuilt.
What actually changed in September 2022
The change was made public around 23 September 2022, scheduled just before the Spring/Summer 2023 show. What changed was the mark: the founder’s handwritten script signature was replaced by a custom serif drawn by the designer Peter Saville, which echoes the lettering of classical stone inscriptions. Off the front of the brand dropped the word Salvatore. 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. 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. Only the front of the label lost the founder’s name; the story kept it, and the archive he built still informs every current bag. In practical terms, a bag bought after that point wears a brand identity exactly one word long.
What did not change: the company
Its name is still the company’s, and it has kept it. The legal entity sitting behind every Ferragamo bag is Salvatore Ferragamo S.p.A., and its own 2026 investor documents use 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 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 carried over unchanged when the logotype changed. That is why both names are in use salvatore ferragamo purse simultaneously, in different registers: one is a brand, the other is a company.
Why the secondary market kept the old name
The older name survives most tenaciously in resale. Every major pre-owned platform still catalogues the house under Salvatore Ferragamo, so a listing for a Gancini crossbody or a Hug shoulder bag lands in that category regardless of when the bag was made. There is a practical reason for it. 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. Buyers also type what is embossed inside the bags they already own, and that is a slow thing to change. So the secondary market has kept the founder’s first name in circulation even as 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.
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 find 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.
| Surface | Which name | Why |
|---|---|---|
| Shop front, hangtag, campaign and runway | Ferragamo | The brand mark taken up around 23 September 2022, with a logotype by Peter Saville |
| Share listing, annual report, filings | Salvatore Ferragamo S.p.A. | The legal company name, which never changed; ticker SFER on Borsa Italiana |
| Pre-owned and consignment platforms | Salvatore Ferragamo | Catalogues run back decades, so archive listings remain findable |
| Search bars and everyday talk | Both forms, plus misspellings | Habit outlives branding decisions by years |
The search box question
Search behaviour is the messiest 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 after a bargain 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 chasing a different brand; they are all aimed at 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 stayed put, with both spellings still the house’s own usage; current copy mentions 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 shift was emphasis: the Hug became the assortment’s centre of gravity, and the Cara appeared as the newest architectural silhouette. Prices did not jump 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. What changed was the way the house signs its work, and nothing else: the design language came through unchanged.
What this changes when you shop
Two names, the same room: treat them as two doors into it. Anything current calls for the one-word form, since that is how the label’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, run 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 occur 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 posing as an official online outlet, under either version of the name, is not this brand. The house takes that so seriously 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. Resale platforms keep the founder’s name alive, search habits keep it alive, and so does every wardrobe stocked before 2022. Use whichever version gets you to the bag you want, and expect to meet both. Two names now live side by side in this house, with no sign of them being collapsed into one.
