When it comes to fashion, we’ve all been guilty of drinking the Kool-Aid and falling for branding and marketing hype over actual substance, and this stunt by US company, Payless proves it.

The budget shoe retailer, who has no affiliation with Aussie company Payless Shoes, opened a fake luxury footwear store in LA’s Santa Monica under the re-branded name ‘Palessi.’ They completed the ruse with a glamourous store fit out with Roman statues and spray-painted sculptures and launched their brand with a champagne-filled party.

They invited some of LA’s well-heeled fashion set and influencers to buy the shoes, with some paying $200, $400 and $600 for what were essentially $20 heels and $40 boots.

They were none the wiser. Because people are silly.

However, after spending a few hours duping their party-goers and influencers, Payless divulged their cheeky prank and everybody got their money back and were gifted the shoes to wear forever more.

To go with their ‘Palessi campaign,’ the brand also shared a video which featured their guests extolling the wonderful features of Palessi shoes.

“Palessi is just such high-quality, high-fashion, it’s taking your shoe game to the next level,” said one guest.

“Elegant, sophisticated and versatile,” shared another.

“I could definitely wear this to the Met Gala dinner,” said another guest.

Watch the influencers fall for the ad, hook, line and sinker…

The ad has since gone viral with the video appearing onGood Morning Americaand US’Today Show.

And of course, Twitter has praised the elaborate prank.

“Whoever came up with this idea deserves a raise,” wrote one Instagram commenter.

“They’re Palessi ????????????????‍♀️” pic.twitter.com/PHVKPaDLaJ

— Vanessa Nogueira (@vnogueira09) November 30, 2018

So Payless opened a fake store in LA called Palessi and people ended up spending hundred of dollars for shoes… This doesn’t surprise me. So many people care less about quality and more about branding. Everything is so skewed by “image”.

— TONI TONE (@t0nit0ne) November 30, 2018

My favourite part is the name…Palessi. Epic. How products are marketed can heavily influence perception. You are right it is very shallow… it flows through all consumer products. It is so important these days to be savvy on quality…but with the net it achievable.

— Teenz (@Svenopedia) November 30, 2018

“Palessi.” Literally the equivalent of the Payless logo wearing one of these: pic.twitter.com/AwF0cCQB8q

— Shannon Miller (@Phunky_Brewster) November 29, 2018

Payless launched a store called Palessi, invited influencers, hired PR, and sold $19.99 shoes for as much as $640.

Consumers are irrational. pic.twitter.com/gCJbunzb2e

— Web Smith (@web) November 29, 2018

However, while it’s all too easy to laugh at the mistake of these poor influencers, and you can bet we did indeed laughed, it’s a trap most of us fall into everyday ourselves.

Just count this as a friendly reminder that hype and substance aren’t the same thing.

Would you have fallen for the trick? What do you think of the stunt? Tell us in a comment below.

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