For Monica Shah, fashion is less about following what is current and more about investing in what endures. The Co-Founder and Artistic Director of JADE approaches the subject with a preference for timelessness, vintage pieces and sustainability. In this edition of RR Recommended, Shah shares the fashion names she returns to, the watch and handbag choices that align with her values, and the grassroots artisan experience she hopes to open up to others.
Asked to name three quiet luxury brands worth investing in, Shah keeps the answer close to home: “Jade, Jade and Jade.” She also names 11.11 when asked about a fashion trend to pay attention to, an Indian slow-fashion and apparel label known for its use of indigenous cotton and 100 per cent natural dyes led by Mia Morikawa and Shani Himanshu. It gained international prominence when Brad Pitt wore an indigo-dyed outfit by the brand in F1: The Movie (2025). However, she was quick to refute the idea of trends altogether. “I actually don't believe in trends,” she says. “I believe fashion should be timeless, something that you invest in.”
Her approach to watches follows a similar logic. Rather than naming a contemporary model, Shah says, “I buy vintage jewellery and vintage watches.”
For handbags, her consideration is less about a particular style and more about the principles behind what she buys. “I believe in sustainability, so I buy only vegan leather,” she says. Asked for a brand recommendation, she names Stella McCartney, a luxury fashion brand founded in 2001 by English designer Stella McCartney known for its pioneering commitment to ethical, cruelty-free, and sustainable luxury, adding that she would invest in something “that is cruelty free.”
Shah’s recommendation for a fashion or experience to put on a bucket list is the Grassroot Artisans Project. It is an initiative by Shah that an initiative by Monica Shah of the luxury fashion label JADE that preserves traditional Indian crafts by transforming them into contemporary couture and wearable art. Her suggestion is to visit “the heart of India where crafts exist.”
The idea, she says, is to make that experience accessible to others as well. Shah says she is considering taking a small group of women with her on her next visits, so they can experience “what real India is.”
“With the Grassroot Artisans Project, I will be taking a few people who are interested in visiting the heart of India where craft lives,” she says.