Chatting with Melissa Ladines-Mejia: Meet the Pinay tastemaker changing the way you think about jeans

MANILA, Philippines - Levi’s is one of the world’s most recognizable brands, but not a lot of people know that the brand is built not only by heritage products, but also by creative marketing and a formidable publicity team. At the helm of Global Publicity for Womenswear is a Filipina-American, Melissa Unson Ladines-Mejia, who is tasked with keeping Levi’s top of mind when it comes to women’s denim needs worldwide.

Melissa was born and raised in the Philippines up until age seven. Her whole family migrated to California, but she made New York her home a week after graduating from California Polytechnic, Pomona. After spending 10 years at Levi’s headquarters in NYC, she has turned bi-coastal. With her husband Eric and their two young boys, they have made Los Angeles the family home base while she shuttles to her New York office several times a year.

YStyle chatted with Melissa about her work as a publicist for a well-worn and well-loved jeans brand, what she wears with her Levi’s, denim trends, working with Filipina models in NYC and finding the time for LoveBirds LA, a handmade accessories line she recently launched, which is a throwback to her Filipino roots.

Was Levi’s your first job in New York after graduating from college? I can imagine it must have been a huge adjustment moving from sunny, laid-back California to a city that attracts the most ambitious, go-getter types.

My first job after graduating was working in marketing at a computer software company. The computer industry didn’t really interest me though, so it was really just a job for me. At the time, my only friend in NY happened to be a fashion editor at YM magazine and she thought I’d be perfect as a fashion publicist. She recommended me to interview for a PR job at Levi’s and I’ve been there ever since.

In this day and age where people from our generation seem to shuttle from one job to another, you’ve been with Levi’s 10 years. What has it been like?

I feel blessed every day that I have this job. I work for such an iconic brand, known all over the world for being rich in both heritage and sustainability. Our denim styles and innovative products excite me every day. Most of all, I have an amazing boss and belong to an amazing global marketing team who are all talented and passionate about their jobs. 

What’s a typical day in your life like?

Ethnic chic: Melissa recently started the handmade accessories line Lovebirds LA with her friend Kim, inspired by their travels to Peru, Thailand and the Philippines. Their clutches are currently featured in this month’s issue of InStyle.

My typical day is busy, busy, busy! On top of being a career woman, I am also a mom of two boys. I wake up around 5 a.m. to plan my day. If I am not conducting an editor appointment, I am constantly on my iPhone, either on a conference call or pitching stories to fashion editors via e-mail. Even in my downtime, I am constantly reading magazines and browsing the web for ideas to leverage in my day-to-day work.

 Being a publicist is one of the more glamorous, but also highly demanding jobs in fashion. What career advice would you give to those who want to pursue a career in PR?

In any job, you have to be persistent. Try to find internships and make a good impression there. Research and knowledge is also a big part of the job. Be aware of events and trends going on in your industry — as well as in PR and marketing in general — and try to adapt those concepts to advance your own company’s publicity efforts and strategies.

Of course, I just have to ask. What is new with Levi’s and what is the next trend for denim in terms of cut, style or wash?

Style bubble: Popular fashion blogger Susie Lau aka as Susie Bubble has been spotted with a Lovebirds LA clutch, as seen in The New York Times.

Levi’s Curve ID has to be the best ever development in women’s denim. The system is a revolutionary way to shop for jeans, with four distinct fits that address a range of body shapes to solve and eliminate a woman’s fit frustrations. The new fit for fall is the Curve ID Bootcut Skinny, a modern take on the traditional boot cut with a tapered, super skinny silhouette that kicks out at the ankle to create a sexy, “legs for days,” feminine tailored look.

I am also most excited about our new dress collection. The Levi’s dress collection includes several new denim and non-denim dress styles in a variety of fabrications including light, effortless knits, cotton-linen, soft chambrays and a sustainable, coated Tencel in a heavier weight which is a nice option for those brisk autumn nights. Look for flirty detailing like Hollywood waistbands, uneven hems, pin tucks and lace.

 I know you love shoes! What’s your favorite pair to wear with your Levi’s?

Model casting: Melissa with NY-based Filipina models Charo Ronquillo, Charlene Almarvez and Danica Magpantay. In a story that made news last year, Levi’s NY cast the NY-based Filipina models during the Levi’s fall 2011 preview presentation. For their fall 2012 presentation, Levi’s NY cast a Filipino model from Toronto.

Yes, my love of shoes definitely comes from the Filipina in me. I always love to pair my Levi’s with one of my Louboutins since the red sole pairs well with denim. Lately though, I’ve been loving YSL because of the hidden platforms.

You’ve worked with NY-based Filipina models like Charo Ronquillo, Chat Almarvez and Danica Magpantay whenever you have Levi’s events.  What should aspiring Filipina models do to make it in NY?

As well as having the right physical attributes for modeling, having the right personality is just as important. For instance, because Levi’s is such a down-to-earth brand, we always look for models who not only look the part but also act the part and have the attitude to match.

You also started your bag/accessories line LoveBirds LA, which is inspired by Thailand, Peru and the Philippines — how did that come about?

One of my best friends, Kim saw that I needed a workbag that can carry my laptop, wallet, phone etc. So she made me a beautiful oversized clutch made from fabric she acquired while traveling in Thailand. Everywhere I went I got so many compliments on it and people started asking where they could get them. So we started taking orders and then Kim asked me if I was interested in taking this to the next level, turning the line into a fun, small business. And that’s how LoveBirds LA was born. We literally started this a couple months ago and the response has been phenomenal. Jamie Chung, Candace Lake and Susie Bubble have all been seen wearing them. We also started selling the clutches at Ecookie on Abbot Kinney in Venice in California.

Bootcut is back: The new fit for fall 2012 is the Curve ID Bootcut Skinny, a modern take on the traditional boot cut with a tapered, super skinny silhouette for a sexy, long-legged, feminine tailored look

It must have been a thrill to have your clutch featured in the July issue of InStyle magazine?

I was shocked to know that the entire fashion department at InStyle loved the clutches. The clutches were featured in “We’re Obsessed.” It was really flattering and exciting at the same time!

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For more information about Levi’s, visit www.levi.com. For more on LoveBirds LA, visit shop.lovebirdsla.com.