Ferragamo Studio Hug Bag What Is Ferragamo

Salvatore Ferragamo or Ferragamo? The 2022 Rename Made Clear

Try two people what this house is called and you can get two answers, and both are right. From around 23 September 2022 onward, the bags, the storefronts and the show invitations have shown simply FERRAGAMO. Yet the annual report, the share listing and every major resale platform still read Salvatore Ferragamo. This is not a clash, and it is not a half-finished rebrand that somebody 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.

What did change in September 2022

The change was announced around 23 September 2022, timed ahead of the Spring/Summer 2023 show. The mark is what was redrawn: in place of the founder’s handwritten script signature came a custom serif by the designer Peter Saville, based on the lettering of classical stone inscriptions. The word Salvatore was taken off the front of the brand. That is a considerable shift in tone, because a handwritten signature says founder, family and workshop, while a cut serif says institution, monument and permanence. It arrived in the same ferragamo shoulder bag period as Maximilian Davis’s tenure as creative director, which began in March 2022, so the visual reset and the design reset landed together. Only the front of the label lost the founder’s name; the story kept it, and the archive he built still informs every current bag. In practical terms, a bag bought after that point wears 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. 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 remains family-controlled. So this was a rename of the mark, not of the corporation, a distinction that reads as pedantry 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 left untouched when the logotype changed. Both names are therefore live at once, working in different registers: the first is a brand, the second a company.

Why resale never made the switch

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. There is a down-to-earth reason for it. Because those catalogues hold decades of stock, relabelling an archive of bags made long before 2022 would invalidate every historical listing and every saved search. Buyers also type what is stamped inside the bags they already own, and that 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 miss inventory sitting in plain sight.

Where you will meet each name

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 persists. None of these is wrong, and none of them contradicts the others. The table below sets out where each version turns up so you can stop second-guessing which one you are looking at.

The search box problem

Of all the surfaces, search behaviour is the most tangled, 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. feragamo, with a single r, is typed by a constant 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 upshot is to try more than one spelling before deciding that a model is unavailable.

And the bags themselves?

Changing a logo is not changing a product, so it is fair asking what actually moved on the bags. Gancio and Gancini hardware stayed put, with both spellings still the house’s own usage; current copy mentions 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 shift 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 it 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 label’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 worth carrying here: there is no official online outlet, only seasonal sale sections on the brand’s own site and brand-operated stores inside outlet villages. A website that advertises 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.

In brief

The distinction in a single line, if that is what you need: 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. Whoever tells you the brand was renamed outright is holding half the story, and whoever tells you nothing changed is holding the other half. Resale platforms, search habits and every wardrobe stocked before 2022 all keep the founder’s name alive. Use 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.