The youthful, laid back attitude we spotted in the Just Cavalli spring/summer 2012/winter ads takes a dramatic turn for the edgy in the fall 2012 campaign. Edginess, from attire to beauty choices is the dominant impression that sticks from the first moments one takes a glimpse of the campaign. Aline Weber, Simone Nobili, Kendra Spears, Josh Beech, Alexandre Cunha and Hailey Clauson undergo a fairly radical makeover from what we might be used to, however, if we really think about it, that’s what fashion is for: to challenge our notions of what is appropriate or personal constantly.

A vote for non-conformity, a bold attitude, grunge influences and the label’s most recognizable trademark, animal prints are the possible style alternatives for the new season. Fur is another trend the label promotes for the new season. While the color palette isn’t extraordinarily varied, the multitude of bold touches certainly manage to compensate. From slipping into a sexy printed dress to bold printed pants combined with comfy sweaters, the looks feel fairly effortless yet oh-so-glam.

The new ads offer a fairly comprehensive view of the brand new season’s offering. Sure, the outfits envisioned are the first to steal the spotlight, yet accessories are fairly well highlighted as well. Printed scarfs, luxurious watches, sexy pumps, fab handbags or wildly seductive lingerie are just some of the things that instantly set the tone of any outfit and completely change things up for the more daring side, without major style comfort zone streches.

In the area of beauty, the label manages to give a variety of strong style directions to indulge in. Dark makeup is definitely a fun variation from the norm and the fairly subdued touches normally adopted. When it comes to hair styling, however, things are a lot simpler with simple middle parts and occassional volume boosts being enough to complete the already ultra flashy ensembles created by the renowned label. With so many fun touches, it’s no wonder going to the dark side feels so incredibly tempting.

Photo courtesy of Just Cavalli