Black is boring. At MI Milano Prêt-à-Porter, an expo and trade fair held in conjunction with Milano Moda, red was all the rage. Il colore rosso took center stage at the expo’s Tribute to Red Dress exhibition, which featured rouge-colored creations from up-and-coming designers.

Red Dress Italia exhibition

The exhibition was held by Red Dress Italia, an organization based on America’s Go Red For Women, which aims to educate women about cardiovascular diseases and encourage healthy lifestyles. Heart disease is the No. 1 killer of women worldwide, claiming 8.6 million female lives each year. “This isn’t a red dress,” posters and fliers proclaimed. “It’s a red alarm.”

Stilettos by David Wyatt

Moi Multiple cocktail dress by Anna Ceccon

To bring attention to the cause, Red Dress Italia asked the seven finalists of Who Is On Next, a competitive fashion talent search held by Alta Roma and Vogue Italia, to design a special-edition red dress or accessory that interprets its message. The entries then went before a select panel of judges, who chose a flirty red organza cocktail dress from Moi Multiple by Anna Ceccon and sequined stilettos from David Wyatt as the best in show. The other finalists — Gianni Serra, Leitmotiv, Marco de Vincenzo, Daniele Michetti, and Vilador — also had their work exhibited.

As with Livestrong bracelets and cancer, Red Dress Italia hopes to make red dresses synonymous with heart-disease prevention. I’m tempted to stash my go-to LBD and add a splash of color to my otherwise neutral wardrobe. Sexy and potentially lifesaving? Count me in.