Canali has named Ethan Hawke its new global brand ambassador, ushering in a partnership that debuts with the brand’s fall-winter 2026 campaign. The actor, director, and writer becomes the latest face of the Italian house, chosen for a career defined by curiosity, discipline, and continual growth.
Those qualities mirror Canali’s own approach to craftsmanship, where decades of expertise and attention to detail shape every garment. “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,” says Stefano Canali, President and CEO.
Ethan Hawke for Canali
The campaign shifts attention from achievement to the work that makes it possible, portraying Hawke in moments spent revisiting scripts, rehearsing lines, refining movements, and preparing for the stage. Subtle references to some of his most memorable roles underscore the idea that lasting success accumulates through daily practice.
“I’ve always believed that who we become is shaped by what we practice every day. Confidence grows through curiosity, preparation and experience. 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,” says Hawke.
It’s the same discipline that shapes Canali’s garments, rehearsal after rehearsal, stitch after stitch, long before either reaches an audience. In Hawke, that discipline finally has a face.
The decades of expertise Canali points to in Hawke’s campaign show up again in the spice-route materials shaping its spring-summer 2027 collection.
