For 16 years, Max Mara has collaborated with Women in Film, a non-profit organization dedicated to helping women achieve their highest potential within the global entertainment, communication and media industries. Therefore Max Mara believe this year it would be even more important to focus towards this direction while working with our media friends – avoiding any political or ethical stories. Women in Film was founded by Tichi Wilkerson Kassel in 1973, while she was a publisher and editor-in-chief of The Hollywood Reporter. She knew firsthand how limited opportunities were for women in the entertainment industry. At 1985 WIF Crystal Awards, she says, “As a group, we can focus a new spotlight on individuals among us and on women in general. As an organization, we can strengthen each other. We can provide opportunities for profiling individual successes. Our combined voices can assure greater recognition of individual efforts. I am proud to be one of you.”
On June 13, WIF C+L Awards was held at the Chateau Marmont, Los Angeles. Actress Alexandra Shipp received the most awaited award, Women in Film Max Mara Face of the Future. Alexandra Shipp is best known for her role as the iconic mohawked superheroine, Storm, in Twentieth Century Fox’s X-Men: Apocalypse. She plays a younger version of ‘Storm’ (originally played by Halle Berry). Determined to make the mutant character her own, she delivers a new spin on Storm, which many media outlets boasted her as the “breakout” star of the film. Alexandra will be reprising the role of Storm in the next feature X-Men: Dark Phoenix, set to release November 2, 2018.
Women’s support has always been part of Max Mara DNA. The Company has developed many different projects in this direction and the partnership with Women in Film is definitively one of them. Max Mara is sponsoring WIF since 2003 and in 2006. It established the WIF Max Mara Face of the Future Award in order to emphasize and make this collaboration stronger.
MARIA GIULIA PREZIOSO MARAMOTTI AS THE GLOBAL BRAND AMBASSADOR AND THIRD GENERATION OF MAX MARA’S FOUNDER FAMILY TALKS ABOUT WOMEN IN FILM
1. Max Mara, as a fashion brand, has cooperated with Women In Film, a non- profit organization, for 16 years. What is the biggest character that Max Mara and Women in Film have in common?
I think that the partnership has been successful because of the organic nature of its commitment to enhance and empower women’s talent in different industry. For us, at Max Mara, it is massively important to underline the strength and talent of women through our esthetics and how we dress them, so it was just obvious to partner with WIF, which is an association aimed at promoting and supporting talented women in the Movie Industry.
2. The Women in Film Max Mara Face of the Future Award has been established in 2006. What does this award mean to you?
I am utterly proud of this Award as it embodies everything which is in the Max Mara DNA: the idea of supporting performing arts through the promotion of a young talented actress at a turning point in her career.
If you look at past FOTF you can tell how incredible the journey these actresses had after the award- therefore for Max Mara it is a pride to be part of their career milestones.
3. Why did Alexandra Shipp become the 2018 choice of Max Mara as a new Face of the Future? Please, tell us something about her.
I think Alex is not only incredibly talented, but she has that inner beauty, that energy, that humbleness and selflessness which comes to someone who is really committed to their job and what they want to do. I had the pleasure of spending some time with her – she is an inspiration, and the natural enthusiasm is refreshing. I respect how serious in what she does she is, the discipline, the self-irony.
4. How the recipients of this Award reflect the DNA and philosophy of Max Mara?
If you look at the past FOTF I think that what comes out most is probably the talent, the commitment for the job, the seriousness and that idea of using your voice to empower women. I believe that this has a lot to do with our DNA – after all, Max Mara is not just a brand producing women clothings. It is a philosophy of dressing women for a lifestyle- acknowledging their beauty, their strength, their intelligence.
5. As the programs and awards that Women in Film organization hold are especially towards women, could you share your point of view why even today it is important to stand up for women rights and opportunities?
I grew up in a family where to empower women was the norm. My great grandmother – whom I was named after – was a woman that used education as a way to empower women, thinking about the importance of contribution to family income through work. My grandfather was raised with this philosophy, and my mother has worked in the business since she was 18. I love what I do, and I made choices in my life which reflects this. I am honoured to be Max Mara Brand Ambassador, as a woman, because if by any chance through my experience in this company I can transfer what my brand stands for, well this is what makes me happy.
If by any chance a young woman can look at what we do, and be inspired by that, and follow her dream with self-discipline and determination, then my mission is accomplished.