The tea on why the Payless Prank is actually brilliant

Whitney Alese
4 min readDec 4, 2018

Payless (yes, as in the discount shoe store typically in malls or shopping centers) has just become the troll hero of the modern era.

In order to prove shoppers will pay top dollar just for a high-end label, the brand hired an ad agency who fabricated “Palessi”, a fake boutique specializing in shoes.

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Whitney Alese

Whitney Alese is an award winning writer & creator featured in WIRED Magazine, I-D Magazine, NBC, & Chalkboard Magazine.