History of Salvatore Ferragamo Vara Bow Detail
History of Salvatore Ferragamo Vara Bow Detail
Salvatore Ferragamo or Ferragamo? The 2022 Rename, Explained
Try 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 carried simply FERRAGAMO. Yet the annual report, the share listing and every major resale platform still say Salvatore Ferragamo. This is not a clash, and it is not a half-finished rebrand that somebody forgot to complete. What you are looking at is a clean distinction between a brand mark and a legal entity; register it once and the confusion never comes back. 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. The mark is what changed: in place of the founder’s handwritten script signature came a custom serif by the designer Peter Saville, referencing the lettering of classical stone inscriptions. The word Salvatore came off the front of the brand. That is a significant shift in tone, because a handwritten signature signals founder, family and workshop, while a cut serif signals 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. The founder’s name was not deleted 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 retained its name, and it has it to this day. Behind https://ferregamo.org/hug-bags/ every Ferragamo bag is 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 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 as they were when the logotype changed. That is why both names are live at once, 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. 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. The reason is practical. Those catalogues span decades of stock, and relabelling an archive full of bags made long before 2022 would wreck every historical listing and every saved search. Buyers also type what is stamped inside the bags they already own, which is a slow thing to change. The result is a secondary market that quietly kept the founder’s first name in circulation while the boutique let it go. If you shop pre-owned and search only the short form, you will overlook inventory sitting in plain sight.
Where you will meet each name
It helps to think of the two names as belonging to different surfaces rather than to different eras. Shop fronts, hangtags, campaigns and runway credits show the one-word mark. Share listings, annual reports and corporate releases use the full company name. The founder’s name carries on on resale platforms, in search boxes, and in a wardrobe someone has owned for fifteen years. None of these is wrong and none of them contradicts the others. The table below maps where each version turns up, so you can stop second-guessing which one you are looking at.
| Where you see it | Which name | Reason |
|---|---|---|
| Shop front, hangtag, campaign and runway | Ferragamo | The brand mark in use from around 23 September 2022, logotype drawn 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 span decades of stock, keeping archive listings findable |
| Search boxes and ordinary conversation | Either form, misspellings included | 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 want 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 chasing a discount they type ferragamo sale or ferragamo outlet. feragamo, with a single r, is typed by a persistent 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 lesson is to try more than one spelling before assuming 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 brand’s own usage; current copy sets out 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 also stayed, taking in smooth and grained calfskin, suede, python, hand-woven wicker with silk lining, raffia, canvas and jacquard. Emphasis is what shifted, with the Hug settling as the assortment’s centre of gravity and the Cara arriving 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.
What this changes when you shop
Two names, one room: treat them as two doors into it. 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, include 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. 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 seriously enough to publish numbers, reporting 107 fraudulent websites and 89,136 counterfeit listings removed for 2022 alone.
The short version
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 landed 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, search habits and every wardrobe stocked before 2022 all keep that name in use. 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.
