Some may be drawn to Scarlett Johansson's sexy curves in Dolce & Gabbana The Makeup's Fall 2010 advertising campaign, but us, we can't get past her lips.

Roguishly dark and exquisitely glossed, they act as a raven anchor to her smoldering nude eye, and punctuate the fact that the statement lip is sticking.

A mainstay on the Fall 2010 runways, deep purple lips stood out on the Dolce & Gabbana, Peter Som, Proenza Schouler (who's also featuring dark lips in their Fall ad campaign) and Doo.ri fashion shows. It's a racy, heart-pumping and fiercely feminine trend that stands in welcome rebellion to the neutral, sculpted face we saw at many other top shows.

"We went all out with contrast, the kind of contrast that makes a real statement," says Dolce & Gabbana collaborator Pat McGrath, "It's really all about the lips-very shiny and dark, super sexy. I downplayed the eyes, which are still gorgeous, but it's a subtle kind of power, very implicit. I was going for a look that is very much about 'now' but is also ultra Dolce & Gabbana, capturing their ultimate signature look for beauty. Very suggestive, mysterious- yet still very bold. To me, that's what the fall is all about."

For the lips, McGrath dipped into Dolce & Gabbana's fall "Evocative Beauty" collection. She achieved the deep purple glisten courtesy of Classic Cream Lipstick in Amethyst with Ultra-Shine Lipgloss in Amethyst layered on top for extra shine. The nails match thanks to Intense Nail lacquer in Dahlia.

"We wanted to discover a look that truly reflects our 'story' from the very beginning- yet truly reflects our reverence for today's women, epitomized, of course by the divine Scarlett," says Stefano Gabbana.

"It addresses what's so ineffable about a woman -- her fierce sensuality anchored by her innermost femininity," adds Domenico Dolce.

Dark lipstick certainly does anchor a look. For more on this trend, plus more of Fall's hottest looks, check out our roundup of Fall 2010 beauty trends.