You might want to ask me why we need that dress. And the answer is: the dress is perfect to wear to a bad or another noisy place where it’s almost impossible to hear the mobile phone ringing.

Other creative innovations include a metal bag that doubles as a phone charger, and a garment containing concealed cameras that can send video updates to your phone of your whereabouts.

As Global Brand Ambassador for Sony Ericsson, Maria Sharapova was to introduce the dress to the public.

Sony Ericsson has been collaborating with the School of Fashion Design and Technology at London College of Fashion for along time. The goal was to find out what kind of relationship can be between technology and fashion.

The Sony Ericsson LCF partnership has involved more than 80 students from 4 degree courses, three year groups and from different countries across the world – all competing and aspiring for a chance for their creations to be displayed in the display window of Liberty. Besides, it was a great opportunity to meet Maria Sharapova in person and receive a special prize from Sony Ericsson.

All students were instructed by the Sony Ericsson design team and supported by Maria, who sent them a personal message in order to help inspire future designs and ideas.

The design that was considered the best was made by British student Georgie Davies, 20-year-old second year student, who is studying for a BA in Fashion Design and Development.

Georgie’s idea was to determine a way in which a person could be alerted when their cell phone rings in a noisy bar, club or restaurant.

The idea realized in a cocktail dress made up of interactive scales, inspired by wings of a butterfly.

The Bluetooth-enabled lights are placed in this group of small, white translucent scale embellishments that run from top to the bottom of one side of the dress, from the shoulder to the hip.

When the wearer’s mobile phone rings, the scales light up.

Davies explains what her inspiration was:

When you are in a pub or a bar, you can never, ever hear your phone.”

Georgie received a prize that included two tickets to London Fashion Week, two tickets to the Wimbledon Championships at the All England Club and entry to the Sony Ericsson WTA Pre-Wimbledon Party, in association with Ralph Lauren.

Unfortunately no one can say for sure whether the dress will hit the market or not.

Maria Sharapova was very excited about the project as well.

She said:

I’m thrilled to be involved in such an innovative project that encourages creativity and pushes the boundaries of fashion.”

Maria Sharapova is a tennis superstar and fashion icon. Since October 2007 she has been a Sony Ericsson‘s Global Brand Ambassador.

She has shown her interest and good knowledge of fashion and glamour by working closely in a team with Sony Ericsson to create and work on various fashion projects. Maria Sharapova Design Collection was launched in 2008.

It was the line including cell phone accessories designed to compliment any woman’s outfit.

In future, Sharapova plans to keep up working with Sony Ericsson‘s design team and create lots of other products and accessories.

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She’s looking fresh and charming. Unlike game sets when she has to be all eyes and concentrated, here we see another Maria, romantic and relaxed.

The light in the pics underlines the model’s beautiful green eyes.

Maria can also be seen in Spanish GQ this December. Sex appeal, romanticism and beauty – you can see them show through the photographs.

Maria is looking so graceful in all photos, she can give up her career in tennis and focus on modeling, do you agree?

Enjoy the video from photoshoot:

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Cole Haan has tapped tennis female phenom, Maria Sharapova, to design and promote Cole Haan Sporting, the brand’s new line “fashion-and-sports line“.

Maria Sharapova embodies the blend of fashion and sport that makes Cole Haan Sporting unique,” said Cole Haan Chief Executive Officer James Seuss. “We created this collection as the foundation to a dynamic lifestyle weaving Cole Haan’s history of craftsmanship with Nike’s tradition of high-performance innovation.”

The Spring 2009 worldwide present of Cole Haan Sporting consists of women’s and men’s accessories and footwear and this life style fashion line will bring out day to evening silhouettes.

The line presents new technologies like Flywire, which is built on the successful Nike Air franchise by recasting them into fashion-forward designs.

Cole Haan Sporting for Spring 2009 will unite sport style with a accumulation inspired by court, nautical, track, and golf.

The women’s shoes collection includes sleek sandals, heighten wedges, chic flats.

Signature men’s styles include the brand’s edgy lace-ups and boat shoes in bold color gammas paired with classic neutrals.

Maria Sharapova says,

I have a passion for fashion and if I weren’t playing tennis, I’d probably be in school for it or for interior design”

I’m not coming into the company to make the Maria pump. I’m there to add that really young touch and flavor to it.”

She goes on to add,

Cole Haan Sporting proves that fashion and technology can work together to change the way women think about and wear sport-inspired product. I look forward to working with Cole Haan to bring new innovations to this leading fashion brand with such a rich history.”

The first Spring ’09 collection, which hits stores this coming February, has 40 casual looks for ladies and 30 for fellas, ranging from $115 to $550.

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