Fashion
This PR Executive Has This One Luxury Shoe Style in All Colors
Ginggay Joven-dela Merced lets her effervescence shine through a pared-down approach to dressing.
IMAGE JINGOO MONTENEJO
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Ginggay Joven-dela Merced embraces the classics.

Occupation
Consulting publicist, teacher, parent.

Regular Activities
I attend a lot of events and media engagements. I also teach a weekly PR class at my alma mater, the University of Asia and the Pacific. I spend lots of time with my children. I manage to turn any activity into a family activity.

Earliest Fashion Memory
I grew up in the fashion industry. My mother, Susan Joven, exposed me to her work extremely early. I was always the child hanging around fashion show rehearsals, watching mall fashion events and openings, and observing photo shoots. I met a multitude of fashion stalwarts even before my wonder years and I value those relationships to this day. Sufice to say, I grew up not romanticizing fashion just as a visual art. I also grew up understanding it as a business.


Emilio Pucci minaudière and cuff

Describe your style
Basic, boxy, and mostly black. Simple, streamlined, and structured. I like subtlety. A vibrant personality is enough. If I dressed to reflect my personality, it would be way too much.

Favorite Shops
I fancy a handful of creative concept stores and innovative department stores abroad like Selfridges, Colette, and Tad; and cutting-edge online shopping sites—but more for inspiration and research than actual shopping.

Fashion Philosophy
If in doubt, don’t.

Fashion Influences
Inno Sotto. He not only influenced my fashion appreciation and comprehension, he shaped it. He’s my godfather twice over. Having been exposed to his design sensibility very early on, I had what I’d like to believe was a more cerebral fashion development.



Ginggay’s wardrobe staples include a vintage Hermès Kelly bag and Yves Saint Laurent Tribute shoes in all colors

Style Icons
I admire anyone who’s so confident she doesn’t have to wear makeup. I respect anyone who has a strong fashion conviction, whether or not I like her personal style.

Signature Accessory
YSL Tributes. I don’t wear any other high heels. I have them in so many colors.


First Big Splurge
When I was younger, each shopping trip was a big splurge because of the limited resources I had. But as I grew older and had a better appreciation of brand heritage, design, and craftsmanship, big-ticket purchases didn’t seem as much as a splurge anymore because I had a better understanding of their value.

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Another wardrobe staple: Men's watches

Current Fashion Wish List
An extremely warm and waterproof jacket like Moncler or Canada Goose for my winter travels, personalized packing cubes, and a luxurious monogrammed bathrobe.

Prized Possessions
Nothing tangible. I value moments and memories. I value time, knowledge, and encounters.

I Can’t Live Without…
My children, chocolates, and my passport.

This story was originally published in the February 2015 issue of Town&Country.

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