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.'

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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.

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