Do y'all know what a "pop-up shop" is? It's a trendy retail fad that features a store with highly limited, designer merchandise "popping-up" overnight, and only staying open for a limited amount of time.
Payless (the cheap shoe store) tricked a bunch of fashion "influencers" into thinking they were reviewing designer shoes by a new brand called Palessi.
Then, later on, it was revealed they were actually shoes you can buy at Payless.
BURN!