KCD’s Rachna Shah on Alexander McQueen, the US Market, and Fashion’s Role in Tumultuous Times
Rachna Shah, CEO of leading fashion PR firm KCD, recently shared insights into the evolving landscape of the fashion industry in a conversation with Vogue Business. The discussion, part of the “The Scoop” weekly series, touched on KCD’s renewed partnership with Alexander McQueen, the increasing focus on the US market, and the challenges facing the industry amidst global unrest and shifting diversity commitments.
A Return to McQueen
KCD is once again representing Alexander McQueen in the US market, a collaboration with deep roots. Shah highlighted KCD’s long history with the house, beginning during its integration into the Gucci Group and continuing through the tenures of both Lee Alexander McQueen and Sarah Burton. The recent Grammys, where Lady Gaga paid tribute to Lee McQueen, and designs by Seán worn by The Marías, underscored the enduring legacy of the brand. KCD’s previous work with McQueen paused during the transition from Sarah Burton to Seán, a common occurrence during brand “resets,” but the firm is now “very happy to be a part of the brand again.”
The US Market: A Renewed Focus
The US market is experiencing a surge in attention from luxury brands, as evidenced by Moncler’s show in Aspen and Chanel’s pre-fall collection in New York. Shah attributes this to a shift beyond traditional coastal hubs. While New York, Los Angeles, and Miami were once the primary focus, brands are now recognizing the value of customers in other regions, a trend fueled by the growth of e-commerce. The pandemic further accelerated this shift, with remote work enabling people to relocate from major cities, creating new opportunities for brands to connect with consumers in previously overlooked areas.
“Brands started to understand the value of the customer in between,” Shah explained. “Now they understood where their customers lived, where they vacationed… And then with Covid, groups of people moved out of the capitals because they could work remotely.”
Fashion and Politics: Navigating a Difficult Landscape
Shah acknowledged the growing “dissonance between the macro and the world of fashion,” particularly in the US. She emphasized the importance of art, culture, and storytelling during times of unrest, noting that designers are approaching the current climate in deeply personal ways. While recognizing the need for the fashion economy to continue functioning, she stressed the importance of “holding space for what’s going on in this country.”
Diversity Concerns: A Step Backwards?
The conversation also addressed the concerning decline in size inclusivity in menswear for Fall/Winter 2026, and a broader retreat from diversity commitments across the industry. Shah did not offer specific reasons for this trend, but acknowledged the issue as a significant concern.
Did you know? KCD was founded in 1984 and has a long history of working with top designers, including Gianni Versace and Tom Ford at Yves Saint Laurent.
What Does This Indicate for the Future?
The insights from Rachna Shah paint a picture of a fashion industry in flux. Brands are adapting to changing consumer behaviors, grappling with socio-political realities, and facing challenges in upholding diversity commitments. The renewed focus on the US market suggests a strategic shift towards a more geographically diverse approach, while the industry’s response to global unrest will likely shape the creative direction of upcoming collections.
Frequently Asked Questions
Q: What is KCD?
A: KCD is a pioneering fashion public relations and production firm founded in 1984.
Q: What is Rachna Shah’s role at KCD?
A: Rachna Shah is the global CEO of KCD.
Q: Why is the US market becoming more important for fashion brands?
A: Shifts in consumer behavior, the growth of e-commerce, and the impact of remote work are driving increased focus on the US market.
Q: Has KCD worked with Alexander McQueen before?
A: Yes, KCD has a long history with Alexander McQueen, dating back to when the house was part of the Gucci Group.
Pro Tip: Stay informed about industry trends by following publications like Vogue Business and The Business of Fashion.
What are your thoughts on the future of fashion? Share your opinions in the comments below!
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