The discount shoe maker, Payless created the boutique “Palessi,” (very cool brand, right?) which convinced fashion influencers to pay inflated prices for the non-designer shoes.

Party goers, having no idea they were looking at discount staples from the mall scene, said they’d pay hundreds of dollars for the stylish shoes, praising the look, materials and workmanship (via).

Also see : in Indian context, these are desi brand names with totally foreign appeal.

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