Ethan Hawke Becomes Canali’s New Global Ambassador in ‘The Art of Practice’

Ethan Hawke makes practice look like the sharpest part of the job

Ethan Hawke fronts Canali’s Fall-Winter 2026 campaign, entitled “The Art of Practice,” and the pairing makes immediate sense: one of those actors who has only gotten more interesting with time, matched with a house built around refinement, repetition and clothes that are supposed to get better the more you live in them.

The campaign also marks Hawke’s debut as Canali’s new Global Brand Ambassador. Rather than framing him around red-carpet polish or some vague idea of celebrity luxury, Canali builds the whole thing around the work nobody sees — revisiting scripts, rehearsing lines, refining movement and preparing before the performance actually begins.

Canali says the idea is less about celebrating achievement than the habits that build it. Hawke has spent more than four decades moving between acting, writing and directing, so the campaign’s central thought — excellence as something practiced rather than simply possessed — has a much better face here than another perfectly blank campaign model ever could.

Photographed by Gregory Harris, the images keep the mood intimate and restrained. The wardrobe moves through glen-plaid tailoring, layered overcoats, suede outerwear and fine knits, giving Hawke plenty of texture without dressing him into some overly polished fantasy version of himself.

That is also what makes the campaign feel refreshingly adult. Hawke’s gray hair, lined face and intensity are not softened away. They are part of the point. The clothes sit on somebody who looks like he has actually spent years doing something, failing at things, trying again and getting better.

The Art of Practice puts the work before the applause

The accompanying campaign film pushes the same idea further, placing Hawke in those offstage moments that usually disappear once the finished performance arrives. Canali even works in subtle references to characters from his career, not as a greatest-hits reel but as reminders that the memorable part audiences eventually see was built long before anybody started clapping.

The campaign team includes Michael Fisher on styling, Amy Komorowski on grooming and Danilo Di Pasquale on casting, with Alessio Lillocci leading the collection as designer. It all stays remarkably controlled, which suits a campaign about repetition and discipline rather than spectacle.

Photos: Gregory Harris / Canali.

For a campaign about the invisible work behind excellence, the final result is appropriately unfussy: Hawke, good clothes and the reminder that style — like acting — usually gets better when somebody has been practicing for a while.

Source: Canali; The Fashionisto; Models.com.