Back in May, Rina Sawayama announced her sophomore album, Hold The Girl, with its lead single, “This Hell.” Hold The Girl is scheduled to arrive September 2 on Dirty Hit, and today, the Japanese-British singer-songwriter-model released Ali Kurr’s high-camp “This Hell” visual treatment.

The new video begins with a woman in boots and a bikini walking a wedding dress to the door of a spacious hotel room. There, we find Sawayama seated in her newly acquired gown, preparing for the old-western wedding of the century. She takes a limo to the ceremony, where she arrives to find the gallery filled with Evangelical protestors sporting signs that condemn her to eternal damnation. Unfazed, she walks down the aisle, says her vows, and changes outfits twice more before arriving at her hoedown-themed reception.

Watch it above.