Ferragamo changes its logo and says goodbye to Salvatore: a new era for the brand

September 21, 2022 – 19:10

Rebranding operation on the eve of the Milan fashion show, the first of the new creative director Maximilian Davis. In the attic the traditional burgundy

from Laura Antonini

The new logo

The maison born in Florence from the intuition of the talent of the shoemaker of the divas Salvatore Ferragamo in 1927 it renews itself and launches a new logo that says goodbye to the name of its creator “Salvatore” for the benefit of the surname alone: Ferragamo. A rebranding operation that arrives on the eve of the return show in Milan of the Florentine fashion house expected for next 24 September in a space of the former Archiepiscopal Seminary of Milan in Corso Venezia 11 (the large area where the third Portrait Hotel of the hotel company of the Ferragamo Lungarno Collection family). An event where the creations of the British Maximilian Davis will go on the catwalk for the first timethe new young creative director (born in 1955) loved by Rihanna and Dua Lipa. The new logo with the Ferragamo writing, made in a minimal black block, therefore stands out on a bright red background that sends in the attic the traditional burgundy that has always characterized the shoe boxes and bags of the maison. To spread the news, on the evening of September 20, the official Instagram channel was chosen: a mode now suited to fashion brands that communicate more and more directly with the audience of consumers and with that Zeta generation that represents the most coveted hoof of buyers and, indeed, loves to check social media especially in the evening.

The rebranding of the Florentine brand however, it does not represent a real novelty in the luxury sector. In the past years other brands have reissued their name. Among the pioneers Yves Saint Laurent who now only Saint Laurent while to stay in Florence Richard Ginori from 2020 has chosen to be called Ginori 1735. Ferragamo’s is therefore an expected revolution that moves along the lines of what the international luxury market is asking for today but also the signal of a renewal and the first move that communicates the image of the company headed by CEO Marco Gobbetti who has already repeatedly expressed the need to revive the image of the fashion house and consequently make the collections more desirable from an audience of young people. A novelty that in any case draws on the history of the brand. Just remember that already in the Thirties Salvatore Ferragamo himself had identified his brand with his surname only and the use of his name on the label was introduced after his death in 1960. To carry out this rebranding mission, Davis was called to the creative helm, which Time included last May among the 10 young promises in the “Next generation leaders” ranking.

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21 September 2022 | 19:10

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