Last month, social media influencers were invited to the grand opening of a brand-new shoe store called Palessi. They admired the workmanship and trendy styles that were offered and decided they'd pay hundreds of dollars for a single pair — and they did. Then they were informed that the "luxury" boutique they were excited about was actually a discount footwear retailer in disguise: none other than Payless itself. It was savage. Here's how it all went down.
The same heels are posted on the brand's site as part of the Payless x Christian Siriano collection and are currently on sale for about $10.
The videos of the "social experiment" debuted last week and are part of a "multimillion-dollar" series of ads airing on YouTube, Facebook, Instagram, and cable networks including BET, Lifetime, MTV, and TBS. So expect to see more of this savage prank in the coming days, weeks, and months.
Moral of the story? Branding is often more about perception than style, quality, or functionality. Oh, and you can't trust influencers.
"Payless customers share a pragmatist point of view,” Cameron said in a statement. “We thought it would be provocative to use this ideology to challenge today’s image-conscious fashion influencer culture."