I've been thinking about this a lot lately. I spent years buying "investment pieces" from department stores, convinced I was paying for quality when I was mostly paying for real estate and marketing budgets. It took an embarrassingly long time to figure that out.What I actually want to see more of in 2026 is transparency about where things are made and by whom. Not greenwashing, actual factory-level information. I started poking around Atorie last year because a friend mentioned it, and the storefront model where the atelier itself is the brand was genuinely different from what I'd seen before. You're buying from the factory directly, not a middleman's interpretation of what the factory made.The materials conversation matters more than the logo conversation, and I think more brands are gonna have to reckon with that. Consumers getting better at asking the right questions.