LONDON — A prototype high-tech dress that links to a mobile device and lights up when the phone rings was unveiled Wednesday in London.

Former Wimbledon champion Maria Sharapova presented the knee-length, short-sleeved white dress, which was created by British fashion student Georgie Davies as part of a school project in collaboration with Sony Ericsson.

According to a Reuters report on Wired.com, the goal was to incorporate new technology into fashion. The dress would be connected to the wearer's mobile phone via Bluetooth technology; then, when a call comes in, translucent white scales on one side of the dress, from the shoulder down to the hip, flash away stylishly.

"When you're in a pub or a bar, you can never, ever hear your phone," 20-year-old Davies said.

Gizmodo poked fun at the fashion, commenting that a phone set on vibrate would serve the same purpose.

But how many women would notice a vibrating phone, especially one inside a purse, in a noisy bar or club?

So, there may well be a market for a Bluetooth dress. Think of it as a new way to reach out and touch someone — or a fresh spin on the term "call girl."