Every year, the night before Italian label MaxMara gives out its Face of the Future Award at the Women in Film Crystal and Lucy Awards, the company throws a party to welcome its Hollywood devotees and also celebrate its winner (Hailee Steinfeld this year) in a more private setting. This year's event was held on June 11 at the Beverly Hills Hotel's Polo Lounge, where New York It-girl Harley Viera-Newton was the DJ and champagne flowed.
"This is our eighth time giving a Hollywood party with Nicola Maramotti (part of the Italian family that owns the brand)," said MaxMara's president of communications, Giorgio Guidotti. "And our 12th time doing Face of the Future. The event gets better every year, I think. This year, we decided to go bigger and more fun. And I think it's turned out well." Ms. Maramotti wasn't the only one at the party wearing a piece from MaxMara's upcoming Fall 2013 collection -- a chic white blouse and soft black trousers with a gold metal strip belt.
Indeed, aside from Steinfeld -- adorable in a Sportmax grey cotton and neoprene dress -- the brand welcomed (and dressed) Mad Men actress and budding fashion plate Kiernan Shipka (in a black and white top and green silk skirt), Olivia Munn (in a red and black floral peplum dress), Jordana Brewster (in a white dress with large orange blossoms), Dexter and Robocop's Aimee Garcia (in a Sportmax white, black and blue printed sleeveless dress), and Angela Lindvall, Ahna O'Reilly, Perrey Reeves, Emilie de Ravin, Sophia Bush and a passel of execs in a variety of sleek, yet summer-appropriate dresses. Along with stylist Jessica Paster, some of L.A.'s best dressed were also on hand: Jane Ross, Katharine Ross, Crystal Lourd and George Kotsiopoulos, included.
Yvonne Stravhovski, in a navy MaxMara sheath with an illusion neckline, told THR that she's still shooting the last season of Dexter: "We have another month or so. It's been so interesting, segueing from Chuck to this show. I feel like there's been an evolution of the way people in the business now look at me, and the critics clearly take this show seriously." She's also working on the film I, Frankenstein, opposite Aaron Eckhart.
Brewster was getting big compliments on her orange and white print MM dress. "I'm so drawn to blossoms," the Fast and the Furious star told us. "These flowers remind me of decals from school books when I was a kid." She starts shooting Fast and the Furious 7 in August, and is also working on a movie with Patrick Wilson and Katherine Heigl.
"I think this is a nice way for MaxMara to be presented in Hollywood," said the brand's Maria Giulia Maramotti, who is based in New York; herself in a chiffon one shoulder ruffled MM jumpsuit. "There are so many different kinds of women here, and they are all styling MaxMara in their own way. It's very different than looking at a look-book or ad campaign. It's much more personal. But also, I happen to be obsessed with the Polo Lounge! It was my idea to have the party here!"