Italian luxury menswear house Canali has named acclaimed actor, director and writer Ethan Hawke as its new global brand ambassador, ushering in a new chapter for the brand with its Fall/Winter 2026 campaign.
The partnership debuts through a cinematic campaign that shifts the focus away from the glamour of success and instead celebrates the discipline, consistency and dedication that make excellence possible. Rather than spotlighting the finished performance, the campaign follows Hawke behind the scenes as he revisits scripts, rehearses lines and fine-tunes his movements, highlighting the quiet work that happens long before the curtain rises.
Subtle references to some of Hawke’s most celebrated film roles are woven throughout the portraits and campaign film, serving as reminders that lasting success is built through years of preparation, curiosity and continual growth.
“I’ve always believed that who we become is shaped by what we practice every day. Confidence grows through curiosity, preparation and experience,” Hawke said.
“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 Canali, Hawke was chosen not simply for his celebrated career, but for his enduring commitment to learning, reinvention and authenticity—qualities the Italian house believes mirror its own heritage of craftsmanship and refined excellence.
“We were drawn to Ethan because of the way he has lived his career,” said Stefano Canali, President and CEO of Canali.
“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.”
The appointment comes during a period of creative evolution for the luxury menswear brand. Last year, Canali strengthened its design leadership by appointing Alessio Lillocci, formerly Brunello Cucinelli’s longtime Head of Men’s Style, as its new Creative Director.
