Ferragamo Studio Chain Bag Timeless Gancini Look
Salvatore Ferragamo or Ferragamo? The 2022 Rename Explained
Two people can give you two different answers about what this house is called, and neither is wrong. 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 precise distinction between a brand mark and a legal entity, and once you see it the confusion goes away for good. The rest of this piece unpacks that single insight and reassembles it.
What really changed in September 2022
Around 23 September 2022 the change was put out, deliberately placed ahead of the Spring/Summer 2023 show. What moved was the mark: the founder’s handwritten script signature made room for a custom serif drawn by the designer Peter Saville, which echoes the lettering of classical stone inscriptions. Off the front of the brand went 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. Because it fell crossbody bags 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. 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.
What did not change: the company
Its name is still the company’s, and it was never dropped. The legal entity behind every Ferragamo bag is Salvatore Ferragamo S.p.A., and its own 2026 investor documents carry exactly that name. Listed on Borsa Italiana under the ticker SFER, it continues to be 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. Nothing about the ownership, the Florentine headquarters at Palazzo Spini Feroni or the corporate structure was renamed alongside the logotype. That is why both names are in use simultaneously, in different registers: one is a brand, the other is a company.
Why resale platforms never changed over
The older name holds on hardest in resale. 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 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 what is stamped inside the bags they already own, which changes at a crawl. The result is a secondary market that has calmly 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
The useful way to hold it is that the two names sit on different surfaces, not 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 cancels the others out. Where each version turns up is set out in the table below, which should end the second-guessing.
| 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 |
| Pre-owned and consignment platforms | Salvatore Ferragamo | Catalogues cover decades of stock, so archive listings stay findable |
| Search boxes and everyday speech | Both versions, plus misspellings | Habit outlasts branding decisions by years |
The search box problem
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. 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 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 only right to ask what moved on the bags. The Gancio and Gancini hardware carried on, 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 held, every current bag product page showing 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. Emphasis is what moved, with the Hug becoming the assortment’s centre of gravity and the Cara arriving as the newest architectural silhouette. Nor did prices restart: 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 it means when you shop
Two names, one room: treat them as two doors into it. For anything current, go with 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. 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. 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. Seriously enough to publish numbers, the house reports 107 fraudulent websites and 89,136 counterfeit listings removed for 2022 alone.
The one-line answer
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. Taking effect around 23 September 2022, the rename changed 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. Resale platforms keep the founder’s name alive, search habits keep it alive, and so does 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.
