Canali taps Ethan Hawke as global brand ambassador

Italian luxury menswear brand Canali has appointed actor, director and writer Ethan Hawke as its new global brand ambassador.

The partnership kicks off with the brand’s Fall/Winter 2026 campaign, which explores the idea that excellence is built through everyday practice rather than singular achievement. 

Through a series of portraits and a cinematic film, Hawke is shown preparing for performances by revisiting scripts, rehearsing lines and refining movements, offering a behind-the-scenes look at the discipline that underpins his craft. The campaign also features subtle references to some of Hawke’s best-known roles, positioning them as reminders that lasting success is shaped long before the spotlight.

“I’ve always believed that who we become is shaped by what we practice every day. Confidence grows through curiosity, preparation and experience,” said Hawke.

“What I recognized in Canali is that same quiet commitment—the patience, care and dedication to doing things well, day after day. It’s an aspirational philosophy that resonates deeply with me.”

According to the company, Hawke was selected for his commitment to continuous learning and personal growth, qualities Canali said align closely with its own heritage of craftsmanship and dedication to excellence.

“We were drawn to Ethan because of the way he has lived his career. He has remained true to himself, guided by curiosity and determination rather than convention, always willing to learn and evolve. More than an ambassador, Ethan represents a modern idea of distinction—one that begins with character,” said Stefano Canali, president and CEO. 

Last year, Canali named Alessio Lillocci, Brunello Cucinelli’s longstanding head of men’s style, as its new creative director.