Payless trolled influencers with its latest campaign

Payless, a popular shoe retailer known for its affordable prices, recently fooled fashion influencers with its latest campaign.

The company, which normally prices its shoes between $20 and $40, opened a pop-up shop in a former Armani store and invited influencers for an exclusive first look at high-end designs from its new brand called Palessi. The shop sold all of Payless' notable products but at a much higher price tag -- from $200 to $600.

But there was a major catch: the upscale designs were actually just the discount retailer's normal merchandise.

“The campaign plays off of the enormous discrepancy and aims to remind consumers we are still a relevant place to shop for affordable fashion,” Payless CMO Sarah Couch told AdWeek.

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While the partygoers were refunded their money, they were able to keep the shoes they selected.