Los Angeles is a city built on stories – the ones we tell, and the ones we dare to live. This week, Max Mara and Women In Film (WIF) came together to celebrate twenty years of their Face of the Future award – a tribute to the women who have defined a generation of cinema, and those still rewriting its script.

Held across two nights of golden-hour glamour, the anniversary began at the Chateau Marmont – that elusive mix of old Hollywood mystique and modern energy. Hosted by Maria Giulia Prezioso Maramotti, granddaughter of the Max Mara founder, the evening brought together an electric constellation of women – Maude Apatow, Naomi Watts, Sarah Paulson, Kate Hudson – all gathered to toast the next chapter of an ongoing legacy.

The following night at the Beverly Hilton, the tone shifted to reverence and reflection. Maria Bello, the first ever recipient of the award, took the stage to honour two decades of progress, noting how Max Mara’s partnership has helped make space for women’s stories in a landscape that once rarely made room. “More programs, more members, and more representation,” she said simply – a quiet mantra for sustained change.

When Maude Apatow accepted the 2025 honour, it felt like a full-circle moment. The daughter of one of Hollywood’s most recognisable comedic voices, she’s forged her own path – one defined by self-awareness and sincerity. “The best part of working in this industry has been the women I’ve met along the way,” she shared. “That bond and commitment we have to each other is something we need now more than ever.”

For Max Mara, a house synonymous with quiet strength and refined Italian luxury, the award is an extension of its ethos – supporting women not just in what they wear, but in what they stand for.

Twenty years on, Face of the Future remains a mirror held up to an evolving industry – one where artistry, advocacy, and ambition continue to reshape what power looks like on and off the screen.