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Salvatore Ferragamo or Ferragamo? The 2022 Rename, Explained

Two people can give you two different answers about what this house is called, and both are right. From around 23 September 2022 onward, the bags, the storefronts and the show invitations have carried simply FERRAGAMO. Yet the annual report, the share listing and every major resale platform still say 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. What follows is that single insight, pulled apart and reassembled.

September 2022: what actually moved

Around 23 September 2022 the change was announced, positioned ahead of the Spring/Summer 2023 show. What moved was the mark: the founder’s handwritten script signature gave way to a custom serif drawn by the designer Peter Saville, referencing the lettering of classical stone inscriptions. Off the front of the brand came the word Salvatore. That is a substantial shift in tone, because a handwritten signature signals founder, family and workshop, while a cut serif says institution, monument and permanence. It came 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 coincided. Only the front of the label lost the founder’s name; the story kept it, and the archive he built still sits behind every current bag. In practical terms, a bag bought ferragamo bags after that point carries a brand identity exactly one word long.

What stayed the same: the company

The company kept its name, and it still has it. Behind every Ferragamo bag stands the legal entity Salvatore Ferragamo S.p.A., and that is precisely the name its own 2026 investor documents carry. It is listed on Borsa Italiana under the ticker SFER and stays 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. Nothing about the ownership, the Florentine headquarters at Palazzo Spini Feroni or the corporate structure was renamed alongside the logotype. Both names are therefore in play together, working in different registers: the first is a brand, the second a company.

Why resale never made the switch

The older name holds on hardest 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 straightforward reason for it. Those catalogues cover decades of stock, and relabelling an archive full of bags made long before 2022 would wreck every historical listing and every saved search. What buyers type is what is stamped inside the bags they already own, which changes only slowly. 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 fail to see inventory sitting in plain sight.

Which name goes where

It helps to think of the two names as belonging to 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 find 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 laid out in the table below, which should end the second-guessing.

The problem with search boxes

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 hunting for a discount they type ferragamo sale or ferragamo outlet. feragamo, with a single r, is typed by a steady 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. The practical takeaway is to try more than one spelling before concluding that a model is unavailable.

And the bags themselves?

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 are still 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 was kept: it is printed on every current bag product page, and the Studio Bag collection page states 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: the Hug became the assortment’s centre of gravity, and the Cara landed as the newest architectural silhouette. Nor did prices reset: 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, above which sits a thin exotic tail. The design language survived the rename intact; only the way the house signs its work changed.

What this means when you shop

Treat the two names as two doors into the same room. For anything current, use the one-word form, because that is how the brand’s own webstore, its roughly 354 boutiques and its authorised stockists organise their pages, Nordstrom, Bloomingdale’s, Saks Fifth Avenue, Mytheresa and Farfetch among them. With anything pre-owned or archival, use 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.

The one-line answer

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. 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 kept alive 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.