Fast forward to the launch date, attendees eagerly lined up to snag a pair of the seemingly highly anticipated luxury shoes designed by Bruno Palessi. But the gag is that the designer did not exist. Some customers paid anywhere from $200, $400, and $600 for Payless shoes.
“I would pay $400, $500. People are going to be like, ‘Where did you get those? Those are amazing,’” a woman said, according to The Washington Post.
Customers were eventually led to a backroom where the hoax was revealed and many were left in shock.
“We wouldn’t have ever known. We were really convinced,” said Cat Chang, a Los Angeles diamond designer, according to The Washington Post. “They had us fooled, like completely.”
Fortunately, not all was lost.