Fashion PR Firm KCD Resumes Representing Alexander McQueen in US

CEO Rachna Shah discusses the brand's return to the US market and the industry's shifting focus on the American customer.

Published on Feb. 6, 2026

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Rachna Shah, CEO of fashion PR firm KCD, discusses the company's renewed partnership with the Alexander McQueen fashion house in the US market. KCD previously worked with McQueen during the Gucci Group era and the transition from designer Lee McQueen to Sarah Burton. Shah also comments on the fashion industry's increased focus on the American customer, especially outside of traditional coastal hubs like New York and Los Angeles.

Why it matters

The return of KCD's representation of Alexander McQueen in the US signals the brand's renewed commitment to the American market. This comes as fashion labels have shifted their strategies to better understand and cater to customers across the country, not just in major coastal cities. Shah's insights shed light on how the industry is adapting to changes in consumer behavior and preferences.

The details

KCD first started working with Alexander McQueen when the brand was part of the Gucci Group, handling the Paris fashion shows and the transition from founder Lee McQueen to creative director Sarah Burton. The agency stopped representing McQueen during a reset period for the brand, but is now resuming its work in the US market. Shah notes the recent Grammys performance by Lady Gaga paying homage to Lee McQueen, as well as the custom designs worn by indie pop band The Marías, as examples of the brand's continued cultural relevance.

  • KCD first started working with Alexander McQueen when the brand was part of the Gucci Group.
  • KCD stopped representing Alexander McQueen during a reset period for the brand.
  • KCD is now resuming its work representing Alexander McQueen in the US market.

The players

Rachna Shah

CEO of fashion PR firm KCD, who has worked at the agency for 29 years starting as a junior publicist.

Alexander McQueen

A British luxury fashion house founded by the late designer Lee McQueen.

Lee McQueen

The founder of the Alexander McQueen fashion brand, who passed away in 2010.

Sarah Burton

The creative director of Alexander McQueen who took over after the passing of Lee McQueen.

Seán

The current creative director of Alexander McQueen.

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What they’re saying

“We are working with the house of Alexander McQueen again in the US market. We have a long history with the house, since the days when it was integrated into the Gucci Group. We started working with Lee on all his Paris shows and through the transition with Sarah, which was such a personally meaningful time for the brand. So it's wonderful to be working with the brand again on their next journey.”

— Rachna Shah, CEO, KCD (Vogue)

“The energy from the Grammys this past weekend, with Lady Gaga paying homage to Lee on stage and [indie pop band] The Marías wearing custom designs by Seán, was so incredible.”

— Rachna Shah, CEO, KCD (Vogue)

The takeaway

The renewed partnership between KCD and Alexander McQueen in the US market reflects the fashion industry's evolving approach to the American customer. As brands look beyond the traditional coastal hubs, they are finding new opportunities to connect with consumers across the country, underscoring the importance of adaptability and a localized strategy in an increasingly globalized industry.