A Feel For Fashion: Rachna Shah


Rachna Shah is the newly-appointed CEO of the global fashion and lifestyle PR powerhouse KCD. Over her long career at the prestigious firm, Shah has helped produce for and promote some of the industry’s starriest entities including Hermès, Cartier and the Met Gala. Decisive, thorough and cool under pressure, Shah among public relations’ most influential and recognised figures.

What excites you in fashion right now?

Menswear is so exciting right now — there is so much experimentation, innovation and glamour in menswear.  The recent red carpet season is the perfect example with lots of risk-taking silhouettes, bold choices in jewellery and accessories, and of course the incredible menswear-as-womenswear statement looks. 


What is one reason to be optimistic about the state of fashion going forward?

There are very talented but also thoughtful designers who are growing their businesses and impacts. Grace Wales Bonner, Emily Bode, Marine Serre, Colm Dillane, Aurora James, just to name a few, are using their choices and their platforms to drive the industry forward.


Who or what will drive the greatest change in fashion this year?

Creativity is the fuel of this industry.  With all of the challenges of the retail environment, political unrest and economic uncertainty, it is important allow creativity to bloom and break through barriers. 


Can you suggest a fashion mantra for ’24?

Push the boundaries. In design, marketing, events, store activation — we need to challenge ourselves to do better.


This interview has been lightly edited.