Canali has appointed Ethan Hawke as its new Global Brand Ambassador, bringing the actor, director and writer into a partnership that focuses on discipline, curiosity and continued growth. Hawke has spent more than four decades developing his work through practice and a constant willingness to learn. Canali connects that approach with the principles that have guided the company for more than ninety years.
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Throughout his career, Hawke has treated each role, project and challenge as part of an ongoing process. He views excellence as the result of preparation, repeated effort and experience. His work reflects confidence that comes from authenticity, integrity and self-awareness. Canali sees those qualities in its own approach to design and garment construction.
Stefano Canali, President and CEO, explains that Hawke’s career made him a natural choice for the role. He points to the actor’s curiosity, determination and willingness to develop without following convention. He also describes Hawke as a figure who represents a current idea of distinction based on character.
Hawke connects the partnership with his own belief that daily practice shapes personal development. He explains that curiosity, preparation and experience build confidence. He recognized a similar philosophy in Canali through its patience, attention and consistent focus on doing things well. That approach, he says, strongly resonates with him.
Canali will introduce the partnership through its Fall Winter 2026 campaign. The campaign continues the company’s focus on care, knowledge and the daily pursuit of excellence. It directs attention toward the process behind achievement and examines the gestures, rituals and habits that shape both people and garments.
A series of intimate portraits and a cinematic film will introduce Hawke through moments that usually remain unseen. He will revisit scripts, rehearse lines, refine movements and prepare for the stage, directing attention toward the work behind each performance. Subtle references to several memorable characters from his career will appear throughout the campaign.
Canali links its Fall Winter 2026 campaign with Hawke’s four decades in acting, directing and writing. The partnership presents excellence as a practice that develops through discipline, curiosity and experience. It also places the unseen work behind creative achievement and garment construction at the center of the campaign.
