Former Wimbledon champion Maria Sharapova presented a prototype dress to reporters that is designed to light up when the wearer's cell telephone rings.
British fashion student Georgie Davis dreamed up the above knee-length sleeveless white dress as part of a school project with cell phone-maker Sony Ericsson to figure out ways of incorporating new technology into fashion.
Davis 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 noisiest of places.
"When you're in a pub or a bar, you can never, ever hear your phone," 20-year-old Davis said.
The right shoulder of the dress is embellished with translucent white scales that move and light up.
Sharapova showed off the dress to a gaggle of photographers and a crowd of passers-by from the window a luxury department store in central London.