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Thursday, June 18, 2009

The dress that lights up when your mobile rings

Maria Sharapova and Georgie DaviesTennis, fashion, mobile phones. It’s a combination that Sony Ericsson is particularly fond of, thanks to its association with Maria Sharapova – and it’s made the most of that ‘brand ambassador’ relationship by asking Ms Sharapova to reveal the winner of a competition in partnership with the London College of Fashion.

Students at the LCF’s School of Fashion Design and Technology were asked to explore the relationship between technology and fashion. The project’s winner was Georgie Davies, who’s studying for a BA in Fashion Design and Development. She’ll see her winning design - a cocktail dress that lights up to alert you to mobile phone calls – in the window of London’s Liberty. The runners-up, Lova Moller and Cecilia Ku, will also see their designs displayed; Lova visualised a garment with concealed cameras that transmitted regular ‘status’ updates online, while Cecilia designed a metal bag that could charge a mobile phone while on the move. [Press release]

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