Harry Styles has a reputation for his bold and flamboyant fashion choices, but fans have been left seriously shocked by his bizarre transformation in his latest music video.
The 'Watermelon Sugar' singer, 28, donned possibly one of his most striking looks for the music video for 'Music for a Sushi Restaurant'.
Styles transformed into a bearded squid-man, complete with a massive mermaid tail and a princess crown, and he somehow managed to make it look cute.
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Styles premiered the video on YouTube yesterday (27 October) and it's already been viewed over 5.4 million times.
The video itself follows a storyline that sees the former One Direction star as a bearded squid-man going on a journey to avoid being turned into sushi himself.
Thankfully, his singing talents initially manage to save him from becoming the next item on the restaurant's menu.
"Can I touch your tail?" asks one fan in the music video before getting a joking slap with a tentacle.
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However, despite becoming something of a celebrity in the music video, things take a turn for the worse for squid-man Styles's voice breaks, and it's suggested he does end up on people's dinner plates.
You can watch the bizarre spectacle below:
Needless to say, people had a lot to say about the video, beginning with YouTube themselves.
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They wrote: "At no point was I expecting to see Harry like this but I cannot look away."
A second shocked viewer added: "When I was envisioning a music video for this song, I had a few ideas but this went in a totally opposite direction! Harry's videos are def never boring."
A third imagined: "If I was walking the beach and found a washed up Harry Styles squid creature I would probably beat it with a piece of driftwood."
"Literally how are you supposed to carry on with your day after seeing Harry Styles as a squid," wrote a fourth while a fifth added: "Cba with Harry Styles making me fancy him even when he's a squid."
Harry said that his idea for the song came to him while he was in a Los Angeles sushi restaurant with a music producer.
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A seriously productive meal, if we do say so ourselves.
He said: "I kind of said, like, 'This is really strange music for a sushi restaurant,' and then I was like, 'Oh, that would be a really fun album title.'
"And then as this song started being made, I kind of just said, 'Music at a sushi restaurant.'"
Topics: Celebrity