Payless Opened a Fake Luxury Store, Palessi, to See How Much People Would Pay for $20 Shoes

The answer? A hell of a lot

A woman holds Palessi bags.
The work earned millions of impressions on a tiny media budget. Payless

If you serve fast food on white tablecloths in a tony-looking restaurant, people sometimes think it’s haute cuisine. (At the very least, it tastes a lot different than it does when you’re scarfing it down from a drive-thru bag).

@TLStanleyLA T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.