Ferragamo Premium Totes Signature Gancio Motif
Salvatore Ferragamo or Ferragamo? Making Sense of the 2022 Rename
Put the question to 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 a contradiction, nor is it a half-finished rebrand that someone forgot to complete. What you are looking at is a precise distinction between a brand mark and a legal entity; register it once and the confusion never comes back. The rest of this piece takes that single insight apart and puts it back together.
What did change 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 gave way to a custom serif drawn by the designer Peter Saville, which echoes the lettering of classical stone inscriptions. The word Salvatore came off the front of the brand. The shift in tone is far from small: a handwritten signature reads as founder, family and workshop, whereas a cut serif reads as 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 landed together. The founder’s name was never removed 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 stayed the same: the 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 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 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 salvatorebags.com/shoulder-bags names are live at once, 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 is most stubbornly alive. 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. The reason is practical. Those catalogues cover 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 at a crawl. 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 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. On a share listing, an annual report or a corporate release you will encounter 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 conflicts with the rest. Where each version turns up is set out in the table below, which should end the second-guessing.
| Where you see it | Name in use | Why |
|---|---|---|
| Storefronts, hangtags, campaigns, runway | Ferragamo | The brand mark adopted around 23 September 2022, logotype by Peter Saville |
| Share listing, annual report, filings | Salvatore Ferragamo S.p.A. | The legal corporate name, left as it was; ticker SFER on Borsa Italiana |
| Resale and consignment sites | Salvatore Ferragamo | Catalogues span decades of stock, keeping archive listings findable |
| Search boxes and ordinary conversation | Both forms, plus misspellings | Habit survives branding decisions by years |
The search box question
Search behaviour is the messiest 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. 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 looking for a different brand; they are all after the same Florentine leather goods. The practical upshot is to try more than one spelling before deciding 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 remain 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 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 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 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 means when you shop
Read the two names as two doors into one 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, also try the founder’s full name as well, because that is how the platforms are indexed. Do not read the older name on a listing as a warning sign, and do not treat the newer one as proof of anything either, since both appear in entirely legitimate contexts. There is one structural fact worth carrying with you: no official online outlet exists, 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 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. Taking effect around 23 September 2022, the rename altered the mark, the logotype and the way the house presents itself, while leaving 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. The founder’s name is kept alive by resale platforms, by search habits, and by 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 found space for two names, and it shows no sign of collapsing them into one.
