Tennis superbrand Maria Sharapova was on hand to present the dress to a throng of photographers at London luxury department store Liberty on Wednesday. And what, you may ask, is the connection between the lanky Russian and the blink-y dress?
The dress was designed by London College of Fashion student Georgie Davies as part of a design competition sponsored by Sony Ericsson."When you're in a pub or a bar, you can never, ever hear your phone." Said the 20-year-old techno-seamstress, Georgie.
Davies said the dress is designed to eventually be connected to the wearer's phone by Bluetooth wireless technology, so she can be alerted to a call even in the noisiest of places.
Sharapova showed off the dress to a gaggle of photographers and a crowd of passers-by from the window of a luxury department store in central London.
