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In the Insta-era, Can Faceless Designers Be Famous Ones?

Martin Margiela built a 100-million euro fashion business with few outsiders knowing what he looks like, Rei Kawakubo is such an introvert she skipped the receiving line at the Met Gala in her honor, and Miuccia Prada barely peeks out from backstage at the end of her shows.
But in the age of social media and fashion as entertainment, are designers who shun the spotlight missing out on a world of opportunity? Is it possible anymore to simply let the product speak for itself?
The latest runway season showed the growing split between those who are public-facing (Michael Kors, Tommy Hilfiger, Brandon Maxwell) and those who prefer to be behind-the-scenes, like Dries Van Noten, Kawakubo and once spotlight-loving John Galliano.
“We are in a new age, and designers can’t just rely on the quality of their product, it has to be marketed,” said Robert Burke, president and chief executive officer of consultants Robert Burke Associates. “The being the behind-the-scenes, behind-the-curtain designer is not the way things are moving. The whole feeling of anything manufactured or programmed to the consumer, especially the Millennial consumer, is a turn-off. They want to see something about the designer’s life that’s real,” he said, name-checking Virgil Abloh, Olivier

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Via:: https://wwd.com/fashion-news/designer-luxury/in-the-insta-era-can-faceless-designers-be-famous-ones-1203077026/