Modus to promote Canali menswear

Upmarket Italian menswear brand Canali, which is to provide the formal clothes for the European Ryder Cup team this September, has taken on Modus Publicity as its retained agency.

Canali’s stores include a boutique on London’s New Bond Street and a concession in the capital’s Selfridges outlet.

Incumbent agency APR (formerly Aurelia PR) declined to repitch.

Modus will aim to get Canali clothes worn by celebrities, a strategy consistent with the brand’s past endeavours.

The agency is considering who to approach for endorsement, and will promote the quality of the products to media.

Hollywood actors wearing Canali garb on screen include Arnold Schwarzenegger in 1994’s True Lies.

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