Q&A: How Payless Brilliantly Bamboozled Fashionistas With Its Fake Luxury Pop-up, ‘Palessi’

'We couldn’t skimp in any way. It had to feel real.'

The discount shoe retailer and agency DCX Growth Accelerator created a faux fashion shop that sparked millions of impressions. Payless

There may be a few schools of thought on why the Payless faux boutique stunt has attracted so much attention this week, with its videos of Los Angeles fashionistas paying $600 for $20 shoes going viral within hours of launching on social media.

@TLStanleyLA terry.stanley@adweek.com 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.