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Unsuitable for Road use

Emma Dodd


Designers create these crazy impractical outfits to displayon a runway that would never be worn out in public - but it is these outfitsthat create some of the most iconic fashion photographs.

As high-end contemporary fashion designers often takeinfluence from their personal heritage, I have similarly created a fashioncampaign inspired by my industrial home town of Stoke-on-Trent.

The French tyre company, Michelin, have their UK Headquartersin Stoke-on-Trent and a family member works there so their distinctive branding- the Michelin man - has always been a part of my life. In my impracticalfashion campaign this imagery is merged with distinctive patterns of the city'sheritage potteries to deconstruct the visual language of fashion.