Move over, Lady Gaga. There’s a new dress made out of inappropriate material in town and this time, that inappropriate material is cheese. Fashion and textile students at England’s Bath University have put together a show featuring five dresses constructed entirely out of various kinds of cheese. They also made cheese purses and even some inevitably pungent “Jimmy Cheese” shoes (groan). As someone who thinks both feet and cheese are gross, I can’t think of anything grosser than feet squishing around in a whole bunch of hot, rapidly putrefying cow curd. Fashion!

But where did these college students get the money for all these “tonnes” of dairy? A kind donation from premiere U.K. brand Pilgrims Choice, of course. In fact, Pilgrims Choice rep Hannah Jenkins was the only person quoted in the article, which leads me to believe something funky is going on. “Food has become a source of fashion inspiration – the world went Gaga for that famous meat ensemble,” Jenkins told the Mail. “So we thought it was time to introduce cheese to the world of couture, and this amazing project with the Bath Spa University students has ensued. Their creativity and ingenuity has stunned us, and we thought we knew all there was to know about cheese. Who would have known that cheese could look so chic?”

If the students are so creative and innovative, why are there no quotes from them? Oh yeah: because this is a publicity stunt designed to promote Pilgrims Choice’s stinky, pus-filled product. What they want us to take away from that is that Pilgrims Choice 1) is generous, and 2) knows everything there is to know about cheese. Oh, Daily Mail. But someone in the Pilgrims Choice PR department does appear to have actually made cheese dresses, so here they are.