The chain, via agency DCX Growth Accelerator, invited groups of influencers to the grand opening of “Palessi” and asked their opinions on the “designer” wares. In the video created by Payless, influencers who were invited to the event discuss the quality of the materials that the shoes were made of, how stylist they were, and how everyone would be asking where they got the footwear. The campaign plays off of the enormous discrepancy and aims to remind consumers we are still a relevant place to shop for affordable fashion.” 
 
 Courtesy of Payless 
 
 Before you drop that extra hundred on that pair of boots you've been eyeing, maybe, just maybe head to Payless first. Courtesy of Payless 
 
 Like the women Bustle spoke with, Doug Cameron, Chief Creative Officer of DCX Growth Accelerator, explains that Payless customers are also pragmatists, look for stylish shoes that make sense for their budgets.
– Would you pay $640 for a pair of Payless shoes? You might think the answer is "absolutely not," but you haven't been to Palessi. In a recent ad campaign/social experiment, Payless took over a former Armani storefront in Santa Monica, Calif., and set up a fake luxury shoe boutique, Palessi. Attendees of the grand opening party ("fashion influencers" invited by Palessi, er, Payless) had no idea things were not as they seemed, and yes, $640 was the top price paid for the $19.99 and $39.99 shoes on display, Adweek reports. A whopping $3,000 was spent in just a few hours on the actually cheap shoes, but Payless returned the money after the truth was revealed—and let the attendees keep the shoes they picked out. The shocked reactions of people who just found out the shoes they were calling "elegant" and "sophisticated" were actually from Payless are included in the resulting ads. The stunt "helped the brand prove that a price point doesn't dictate style," Bustle declares. But one marketing expert notes the whole thing is also "a commentary ... on the discernment—or lack thereof—among fashion influencers." (These Payless shoes reportedly burst into flames.)