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Doug Cameron, chief creative officer at DCX Growth Accelerator, said they \"wanted to push the social experiment genre to new extremes, while simultaneously using it to make a cultural statement.”

\"PHOTO:
Payless
PHOTO: Payless shoes rebrands as luxury store "Palessi" for an ad campaign, and people spent hundreds of dollars on their $20 shoes.
>

“Payless customers share a pragmatist point of view, and we thought it would be provocative to use this ideology to challenge today’s image-conscious fashion influencer culture,\" he added.

Payless chief marketing officer Sara Couch added in a statement that the \"perceptions of the brand lag far behind\" the \"great lengths\" the company has gone to \"create a portfolio of fashionable and high-quality shoes.\"

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