Entrepreneur Mistake on Instagram: "Palessi: The Fake Luxury Brand That Fooled Everyone In 2018, the discount shoe retailer Payless pulled off one of the smartest marketing stunts in retail history. They created a fake luxury brand called “Palessi”, opened a high-end boutique in Los Angeles, and invited fashion influencers to its grand opening. The twist? Every shoe on display was actually from Payless — priced between $20 and $40 — but rebranded as designer footwear costing hundreds of dollars.