diff --git a/core/src/main/java/hudson/model/AbstractItem.java b/core/src/main/java/hudson/model/AbstractItem.java
index 35c491bf67d4..0649bdb33b10 100644
--- a/core/src/main/java/hudson/model/AbstractItem.java
+++ b/core/src/main/java/hudson/model/AbstractItem.java
@@ -966,7 +966,7 @@ public void load() throws IOException {
         Items.whileUpdatingByXml(new NotReallyRoleSensitiveCallable<Void, IOException>() {
             @Override
             public Void call() throws IOException {
-                onLoad(getParent(), getRootDir().getName());
+                onLoad(getParent(), getParent().getItemName(getRootDir(), AbstractItem.this));
                 return null;
             }
         });
diff --git a/core/src/main/java/hudson/model/ItemGroup.java b/core/src/main/java/hudson/model/ItemGroup.java
index 6404e82626e1..4ff13df71bfe 100644
--- a/core/src/main/java/hudson/model/ItemGroup.java
+++ b/core/src/main/java/hudson/model/ItemGroup.java
@@ -176,4 +176,17 @@ default Iterable<Item> allItems() {
     // TODO could delegate to allItems overload taking Authentication, but perhaps more useful to introduce a variant to perform preauth filtering using Predicate and check Item.READ afterwards
     // or return a Stream<Item> and provide a Predicate<Item> public static Items.readable(), and see https://stackoverflow.com/q/22694884/12916 if you are looking for just one result
 
+    /**
+     * Determines the item name based on a logic that can be overridden (e.g. by AbstractFolder).
+     *
+     * Defaults to the item root directory name.
+     *
+     * @param dir The root directory the item was loaded from.
+     * @param item the partially loaded item (take care what methods you call, the item will not have a reference to its parent).
+     *
+     * @since TODO
+     */
+    default String getItemName(File dir, T item) {
+        return dir.getName();
+    }
 }
diff --git a/core/src/main/java/hudson/model/Items.java b/core/src/main/java/hudson/model/Items.java
index ee460686b949..a1386565cfd0 100644
--- a/core/src/main/java/hudson/model/Items.java
+++ b/core/src/main/java/hudson/model/Items.java
@@ -373,7 +373,7 @@ static String getRelativeNameFrom(String itemFullName, String groupFullName) {
      */
     public static Item load(ItemGroup parent, File dir) throws IOException {
         Item item = (Item) getConfigFile(dir).read();
-        item.onLoad(parent, dir.getName());
+        item.onLoad(parent, parent.getItemName(dir, item));
         return item;
     }