The Scoop with Rachna Shah: Back to representing Alexander McQueen

The fashion world is bracing for New York Fashion Week, set to begin next Wednesday, as industry professionals navigate a complex landscape of economic pressures, shifting consumer habits, and global unrest. Public relations firm KCD, with nearly three decades of experience, is preparing for a busy season, including a renewed partnership with the house of Alexander McQueen in the US market.

A Return to Roots for Alexander McQueen

KCD’s CEO, Rachna Shah, shared that her firm has resumed its work with Alexander McQueen, a relationship dating back to the days when the brand was part of the Gucci Group. The partnership continued through the transitions of designers Lee and Sarah, and is now being rekindled with Seán. This return follows a period where KCD’s involvement paused during a previous design transition. The recent Grammy Awards, where Lady Gaga honored Lee and the band The Marías wore custom designs by Seán, highlighted the brand’s continued cultural impact.

Did You Know? Rachna Shah has been with KCD for 29 years, witnessing a shift in the industry’s focus from localized to global and back again.

The US Market’s Renewed Importance

Brands like Moncler and Chanel have recently showcased collections in Aspen and New York, respectively, signaling a heightened focus on the US market. Shah explained that this shift is partly due to the rise of e-commerce, which revealed where customers live and vacation. The COVID-19 pandemic further accelerated this trend, as people relocated from major cities to more remote areas while maintaining remote work arrangements. Despite these changes, Shah believes there remains significant opportunity within the US.

Fashion Week Amidst Global Uncertainty

The current global climate presents a unique challenge for the fashion industry. Shah acknowledged the “devastating” events unfolding and emphasized the importance of art, culture, and storytelling in such times. She anticipates that New York Fashion Week will reflect the current unrest, with designers expressing their perspectives through their work. However, she also noted the need for the industry to maintain economic momentum.

Expert Insight: The fashion industry’s attempt to balance artistic expression with economic realities highlights the inherent tension between creative vision and commercial imperatives, particularly during times of social and political upheaval.

A Decline in Menswear Size Inclusivity

Concerns are growing regarding a rollback of diversity commitments within the fashion industry. Specifically, size inclusivity in menswear has reportedly declined for Fall/Winter 2026, following a period of already limited options. This trend appears to be part of a broader abandonment of diversity initiatives across the industry.

Frequently Asked Questions

When did KCD stop working with Alexander McQueen?

KCD stopped working with Alexander McQueen during the transition from Sarah to Seán, which Shah described as a common occurrence when a brand undergoes a “reset.”

What factors are driving the increased focus on the US market?

E-commerce, the COVID-19 pandemic, and a broader understanding of customer location and vacation habits are contributing to the increased focus on the US market.

How might current events impact New York Fashion Week?

Shah anticipates that the unrest in the world will affect the emotional output of designers and be reflected in their collections, while acknowledging the need to maintain the industry’s economic viability.

How do you think fashion brands can best navigate the balance between addressing social issues and maintaining their business objectives?