Ethan Hawke has joined Canali as a global brand ambassador.
The 55-year-old actor and director is making his debut for the family-owned Italian menswear brand in its fall 2026 ad campaign, which will launched at the end of August.
In a statement to WWD, he said: "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 recognised 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."
After rising to fame in 1989's Dead Poets Society, Hawke continued to make his name in indie films like the Before trilogy, Boyhood and more.
In recent years, he's directed the likes of 2023's Wildcat, as well as playing the sinister Grabber in 2021 horror The Black Phone and its 2025 sequel.
Stefano Canali, president and chief executive officer of Canali, praised the way Hawke has "remained true to himself". throughout his career.
He added: "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."
When it comes to his own fashion choices, Hawke previously admitted once he finds an item he loves, he'll wear it to death.
He told Esquire: “I border on a hoarder. Anything I find that I like, I’ll wear until it absolutely dies.
"My kids make fun of me. I mean, I have T-shirts [seen in] paparazzi photos from me from the ’90s, and I’m still wearing them.”
Hawke was first nominated for an Academy Award for his work on 2001's Training Day, which he starred in alongside Denzel Washington.
Asked in 2024 what he would say to his younger self, the Reality Bites star said: "I was having a great time in 2001. I don't know if I needed a lot of advice.
"I knew how fortunate I was to be there, to get to do this whole event with Denzel. He's one of the greatest actors who's ever lived, and so to get to ride shotgun - that wasn't lost on me what a special experience that was."
