Max Mara celebrates Face of the Future Joey King, a 20th anniversary with Women in Film

When Max Mara celebrated its latest Face of the Future winner, Joey King, in Los Angeles this week, it also celebrated the award's 20th anniversary and one of fashion's most successful collaborations with film.

The Max Mara Face of the Future Award is part of the annual Women in Film Honors (WIF) awards, which celebrates the empowerment of actresses, directors, writers and showrunners in the entertainment industry. This year's honorees include Annette Benning for the Jane Fonda Humanitarian Award; Kate Winslet and Ellen Kuras, the Crystal Award for Advocacy and Kerry Washington for Entrepreneur in Entertainment Award.

The Italian luxury brand has been a key sponsor of WIF for two decades, and its Face of the Future category has been highly prescient in casting actresses on the cusp of gaining global recognition.

The Max Mara Face of the Future Award recognizes an actress for her work in the film and television industries, as well as her contributions to the broader community and her embodiment of style and grace.

Born in Los Angeles, King, 25, has had an impressive career, starring in action films such as 'Bullet Train' and 'The Princess'; She played the voice of supervillain Poppy Prescott in 'Despicable Me 4' and starred in the acclaimed television series 'We Were the Lucky Ones', about a family's struggle to survive the Holocaust.

Previous Face of the Future winners include Lili Reinhart, Zazie Beetz, Gemma Chan, Elizabeth Debicki, Alexandra Shipp, Zoey Deutch, Natalie Dormer, Kate Mara, Rose Byrne, Hailee Steinfeld, Chloë Grace Moretz, Katie Holmes, Zoë Saldana, Elizabeth . Banks, Ginnifer Goodwin, Emily Blunt and Maria Bello.

The award is a salutary example of how a luxury brand can leverage its name and financial strength to achieve a successful global campaign. Continuing the link, every February Max Mara celebrates the Face of the Future with a dinner in Milan during the Italian catwalk season, one of the most coveted invitations of that week in the fashion capital.

On Wednesday, Max Mara praised Joey King at a party at the famous Hollywood star hotel Chateau Marmont, attended by Elizabeth Banks, Olivia Holt, Lori Harvey, Lisa Ann Walter, Dylan Mulvaney and Kathy Hilton.

Thus, FashionNetwork.com spoke with Maria Giulia Prezioso Maramotti, granddaughter of the founder of Max Mara and member of the board of directors of the family group, about how to link the best of cinema with fabulous fashion.

Fashion Network: How do you feel about celebrating 20 years with Women in Film?
Maria Giulia Prezioso Maramotti: It is quite an achievement. Max Mara has women's empowerment in its DNA since its foundation. It is beautiful to look back on 20 years of association with WIF and to have supported talented women for two decades. Not only throughout the Max Mara Face of The Future award, but also to support women in the film industry as a performing art form.

FN: What does Max Mara hope to achieve with this special relationship?
MG: I believe that women's empowerment involves supporting education and exploiting talent. I think it is our duty as a company to be able to support a cause that is really close to our DNA; especially with a partnership that has worked with some of the most incredible legends in the film industry.

FN: What was it about Joey King that made her the latest worthy Face of the Future winner?
MG: Joey is a talented artist; He has a strong sense of reality. Furthermore, she knows her sector with a business vision that perfectly identifies the Max Mara woman. I love that she is an enthusiast for life, that she doesn't take herself too seriously and that she is natural and spontaneous.

FN: How do you have such a good track record in finding actresses with great career paths?
MG: Thank you, first, for recognizing it. I think it's about the idea of ​​always recognizing talent, never a marketing platform around an artist. And always about the ability to find a woman who fits the codes of the brand's DNA. I think this makes the partnership organic. Furthermore, there must be content in what you do as a fashion brand, both in the product you create and in the activities you carry out in order to transfer the brand's values. This creed has guided us these last 20 years.