He's well known for his trademark brown curls but Harry Styles underwent a dramatic transformation for the new One Direction music video. In a teaser shot taken from the set of Best Song Ever, the teen pin-up looks unrecognisable with slicked back hair, glasses and geeky get-up.
"Who's this clever-looking guy…? Make sure you check back at 6pm for BestSongEverTrailer3," the accompanying caption says.
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Harry, 19, is not the only member of 1D to have taken on a new persona for the video. Liam Payne appears as a choreographer called Leeroy, wearing a tennis-inspired ensemble complete with a blonde wig and a pink headband.
Writing on Twitter about his sporty new look, Liam joked, "Gutted I left that headband on setttt."
At first glance, even the most dedicated 1D fans wouldn't recognise Niall Horan. The fresh-faced singer looks decades older wearing rubber prosthetics, a false beard and a pin-stripe suit — many fans have likened the end results to The Apprentice mogul Lord Sugar.
Louis Tomlison and Zayn Malik's characters are the only ones from the band yet to be revealed.
To the boys' disappointment, the highly-anticipated Best Song Ever single was leaked online on Wednesday.
Speaking about the band's frustration, Niall told Australia's Nova live, "Because it was leaked, obviously it's a little bit frustrating as we were wanting the fans to hear it."
The single's video, which will see all five members playing different characters, is expected to be released on Monday.