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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. None of that is contradictory, nor is it a half-finished rebrand that someone forgot to complete. It is a deliberate distinction between a brand mark and a legal entity, and once you notice it the confusion goes away for good. What follows is that single insight, taken apart and put back together.

What really changed in September 2022

The change was announced around 23 September 2022, timed ahead of the Spring/Summer 2023 show. What shifted was the mark: the founder’s handwritten script signature was replaced by a custom serif drawn by the designer Peter Saville, which draws on the lettering of classical stone inscriptions. The word Salvatore was taken off the front of the brand. The shift in tone is real: a handwritten signature speaks of founder, family and workshop, whereas a cut serif stands for institution, monument and permanence. Because it fell in the same period as Maximilian Davis’s tenure as creative director, which began in March 2022, the visual reset and the design reset happened at once. Only the front of the label lost the founder’s name; the story kept it, and the archive he built ferragamo hug bag still supports every current bag. Practically speaking, any bag bought after that point shows a brand identity of exactly one word.

What did not change: the company

Its name is unchanged at company level, and it has kept 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. 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. The ownership, the Florentine headquarters at Palazzo Spini Feroni and the corporate structure were all left untouched 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. The house is still filed 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. There is a practical reason. 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. What buyers type is the wording stamped inside the bags they already own, which changes only slowly. So the secondary market has quietly kept the founder’s first name in circulation even as the boutique set it aside. If you shop pre-owned and search only the short form, you will walk past inventory sitting in plain sight.

Where each name turns 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 persists. None of these is wrong, and none of them contradicts the others. Where each version turns up is laid out in the table below, which should end the second-guessing.

The problem with search boxes

Of all the surfaces, search behaviour is the least tidy, and bluntness helps here. People still type salvatore bag and salvatore bags when they mean handbags from this house, because that is the name they learned first. ferragamo bag and ferragamo bags get typed too, and anyone hunting for a discount will 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. Not one of these queries seeks a different brand, since they all point to 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?

Changing a logo is not changing a product, so it is reasonable asking what actually moved on the bags. The Gancio and Gancini hardware carried on, and both spellings continue as the label’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 remained: it runs across every current bag product page, and the Studio Bag collection page states that each bag is crafted in Italy. The material vocabulary also stayed, covering 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.

How to use this when shopping

The two names are best taken 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. 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 turn up 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 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 one-line answer

If you want the distinction in one line, there you are: 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; 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. The house has found space for two names, and it shows no sign of collapsing them into one.