Given Lady Gaga's new album is called 'ARTPOP' you'd be forgiven for thinking that her look for the promotional campaign would have been all about artistic takes on glamour and bright colours. Ya know, the usual pretentious stuff we lap up.
But instead Gaga looks set on transforming herself into a Marilyn Manson look-a-like. And not a very good one at that.
Lady Gaga goes goth
First she dyed her hair black, then she ditched the slap for a pale complexion and now she's had her septum pierced in a new snap she posted on her own social networking site, LittleMonsters.com.
Is Gaga turning into Marilyn Manson?
Her fans have been speculating that the recent images signal that she is stripping back her look and revisiting her pre-fame days, when she was plain old Stefani Germanotta.
Of course, Gaga fans will know that she used to GoGo dance to heavy metal songs in New York nightclubs when she was trying to make it in the music biz.
So does this mean this new goth vibe is here to stay? We're hoping not, as a screamo version of 'Bad Romance' is not something we ever wish to hear.
Lady Gaga
Style Evolution: Lady Gaga(01 of31)
Lollapalooza, 2007, ChicagoBack in 2007, Lady Gaga, aka Stefani Germanotta, was just a brunette trying to make a name for herself in the music world. Like many other pop stars, she resorted to performing in as few clothes as possible. (credit:FilmMagic)
Style Evolution: Lady Gaga(02 of31)
The Slipper Room, 2007, New YorkWho knew these 80s legwarmers and glitzy leotard would be the tamest items in Gaga's wardrobe? (credit:FilmMagic)
Style Evolution: Lady Gaga(03 of31)
New T-shirt line debut at Kitston, 2008, L.A.A full-body latex unitard, platinum blonde locks and a quirky hair bow made up Lady G's early red carpet uniform, when her single Just Dance was hitting airwaves. (credit:FilmMagic)
Style Evolution: Lady Gaga(04 of31)
Jet nightclub performance, 2008, Las VegasOne of Gaga's early show-stopping dresses, this futuristic frock with matching headpiece certainly got her noticed. Shame about those hideous greige shoeboots. (credit:FilmMagic)
Style Evolution: Lady Gaga(05 of31)
Nokia 5800 party, 2009, LondonBy early 2009, Gaga had debuted her signature 'hair-bow' look, and perfected the art of statement sunnies on the red carpet. This is probably her last appearance in something as normal as an LBD for the next two years - at least. (credit:FilmMagic)
Style Evolution: Lady Gaga(06 of31)
Brit Awards, 2009, LondonFor the 2009 Brits, Gaga donned a subversive Marilyn-in-Gentleman-Prefer-Blondes style frock with plunge V-neck and exaggerated hips. (credit:FilmMagic)
Style Evolution: Lady Gaga(07 of31)
Glastonbury Festival, 2009Gaga's stage style is still more outrageous than her red carpet style in 2009. This mirror-ball sculptural tutu dress and fishnets got her noticed in Glastonbury. (credit:FilmMagic)
Style Evolution: Lady Gaga(08 of31)
Much Music Video Awards, 2009, TorontoMother Monster shows off her subversive style in the first of many hair dresses she will wear over the years. (credit:FilmMagic)
Style Evolution: Lady Gaga(09 of31)
13th Annual ACE Awards, 2009, New YorkThe singer takes the underwear-as-outerwear trend a little too literally in this bizarre getup for the Accessories Council Awards in 2009. (credit:FilmMagic)
Style Evolution: Lady Gaga(10 of31)
Capital FM Jingle Bell Ball, 2009, LondonAnd so begins a love affair with sheer latex that has yet to end... (credit:FilmMagic)
Style Evolution: Lady Gaga(11 of31)
Meeting Queen Elizabeth II, 2009, BlackpoolThe singer covers up to meet HRH, donning a latex Queen of Hearts-style dress and crazy eye glitter. (credit:FilmMagic)
Style Evolution: Lady Gaga(12 of31)
Grammy Awards, 2010, L.A.The singer looks out of this world as she attends the Grammys in a gorgeous, glittering Armani Prive frock and now-trademark heel-less heels. (credit:FilmMagic)
Style Evolution: Lady Gaga(13 of31)
Grammy Awards performance, 2010, L.A.Showing off a futuristic style sensibility - and her toned body - Gaga wears a sparkly leotard and matching boots for her on-stage look. (credit:FilmMagic)
Style Evolution: Lady Gaga(14 of31)
Brit Awards, 2010, LondonThe star wore a bizarre tiered cape dress to the Brit Awards in 2010, which looked like it was inspired by Pierrot from the Commedia dell'Arte... (credit:FilmMagic)
Style Evolution: Lady Gaga(15 of31)
Brit Awards, 2010, London... But she couldn't resist showing off her bod (all of it), so she unveiled this sheer lacy unitard later in the evening. (credit:FilmMagic)
Style Evolution: Lady Gaga(16 of31)
MAC Viva Glam launch, 2010, LondonThe MAC Viva Glam face shows off her pout (and not much else of her face) in an elaborate latex mask and lace bodysuit. (credit:FilmMagic)
Style Evolution: Lady Gaga(17 of31)
New Tokyo International Airport, 2010Gaga's airport style is more complicated than most people's. She teams goth lips and footwear with avant-garde trousers and blouse, and even decorates her Birkin bag with a message (in marker!) to her Japanese fans. (credit:FilmMagic)
Style Evolution: Lady Gaga(18 of31)
MTV Video Music Awards, 2010, CAThe singer walked away with eight awards at the ceremony in 2010, but even more than her impact on the music industry, her relationship with the fashion world was felt as she wore a regal gown from her favourite designer, the late Alexander McQueen's, final collection. (credit:FilmMagic)
Style Evolution: Lady Gaga(19 of31)
MTV Video Music Awards, 2010, CAWhere would we be without the meat dress? Under the guidance of stylist and friend Nicola Formichetti, Gaga claimed the most iconic fashion moment of the year - and perhaps the decade - when she wore slabs of raw meat to the MTV Video Music Awards. (credit:FilmMagic)
Style Evolution: Lady Gaga(20 of31)
Political rally, 2010, MaineLady Gaga is as outspoken about her politics as her sartorial choices. At this 'Don't Ask, Don't Tell' repeal rally in Maine she works androgynous style with a US flag tie and geeky specs. (credit:FilmMagic)
Style Evolution: Lady Gaga(21 of31)
Grammy Awards, 2011, L.A.In what seems to be a subversive interpretation of the birth of Venus, Gaga arrives on the red carpet in her weirdest outfit yet - an egg. (credit:FilmMagic)
Style Evolution: Lady Gaga(22 of31)
Thierry Mugler fashion show, 2011, ParisGaga supported her pal Nicola Formichetti's first women's collection as creative director of Thierry Mugler by rocking a sexy bustier ensemble from the label for the A/W 2011 show. (credit:FilmMagic)
Style Evolution: Lady Gaga(23 of31)
CFDA Awards, 2011, New YorkGaga wore a dramatic punky prom dress by Thierry Mugler to take home her Fashion Icon award from the CFDA in 2011. She teamed the black frock with dramatic teal hair and more than one nipple flash, naturally. (credit:FilmMagic)
Style Evolution: Lady Gaga(24 of31)
St. Regis Hotel, 2011, RomeGaga spent the summer of 2011 having a love-in with vintage Versace prints. And we loved her in the eclectic (yet still tamer than her usual) ensembles. (credit:FilmMagic)
Style Evolution: Lady Gaga(25 of31)
Narita International Airport, 2011, JapanLady Gaga tries an elegant ensemble of simple leather trench with matching heels and hair on for size and proves she can look normal-ish, too. (credit:FilmMagic)
Style Evolution: Lady Gaga(26 of31)
MTV Video Music Awards, 2011, CAOf course Lady Gaga has a male alter-ego. Meet Jo Calderone, who wears a mannish suit and dirty tee. (credit:FilmMagic)
Style Evolution: Lady Gaga(27 of31)
MTV Europe Awards, 2011, BelfastThe star shows off yet another side of her fashion personality in this futuristic fish-scale mermaid dress with sea-creature makeup and tiered ponytail. (credit:FilmMagic)
Style Evolution: Lady Gaga(28 of31)
Barney's Lady Gaga workshop opening, 2011, New YorkDidn't think Gaga could rock Chanel couture? The star proves she can look stunning in a boucle jacket and pearls - with some added Gaga drama, of course. (credit:FilmMagic)
Style Evolution: Lady Gaga(29 of31)
Bambi Awards, 2011, GermanyThe star looks gorgeous as she brings McQueen catwalk style to the red carpet. (credit:FilmMagic)
Style Evolution: Lady Gaga(30 of31)
Heading to an X Factor taping, 2011, LondonLady G loves her quirky accessories. In 2011, she brought back the teacup and saucer she used to carry around in the early days of trying to make a name for herself. (credit:FilmMagic)
Style Evolution: Lady Gaga(31 of31)
NYE Times Square ball drop, 2011, New YorkThe singer sparkled in this Art Deco-style dress and crystal mask as she helped usher in 2012 - another year for her to embark on countless style transformations, no doubt. (credit:FilmMagic)