Bradley Cooper really does suffer for his art in his upcoming film, American Hustle.
The former PEOPLE Sexiest Man Alive sports a tightly wound perm in the film, which is based on a real-life story and set in 1970s New Jersey.
Cooper plays an FBI agent working alongside a conman (Christian Bale with a truly horrifying comb-over) to take down a group of corrupt politicians and criminals.
Photos of Bradley's curls surfaced as he shot the film, which is set for release Dec. 25, but catching that poodle 'do in action is something else, particularly when it's teamed with a scruffy beard.
Cooper and Bale aren't the only ones who fall victim to '70s style – Jennifer Lawrence is given a towering updo that redefines the term "big Jersey hair."
But Amy Adams, whose hair is long and loose, gets to wear some awesome '70s fashions, including a sexy macramé swimsuit.