Richard Madeley admitted he felt uncomfortable on today's Good Morning Britain while wearing a bubble wrap dess.
The GMB presenter was wrapped up by co-hosts Kate Garroway and Charlotte Hawkins to mimic a controversial ASOS dress.
Shoppers have been confused by the 'Jaded London all over sequin mesh beach dress', which is priced at £68, because it looks like it has been made from bubble wrap
Richard wasn't impressed as he took fashion to new heights in the outfit that actually pops.
As he held his arms up to let Kate and Charlotte wrap him up, Richard said: "This is a little bit pervy."
He did not look happy with sheets of bubble wrap being twisted around his body and Kate added some extra layers "for modesty's sake" .
Richard said: "It's funny though. The dress you were talking about does look like bubble wrap. If you were out on a date you’d love to pop it."
Showbiz reporter Richard Arnold called it a "major retail fail", while Charlotte admitted: "I'm not sure this will catch on. I quite like the fact you can do it at home yourself."
richard ut over should. hate said he as going romanesque. a touch of the toga
I think it’s a bit pervy tbh. yes i do. you wouldn’t go out wearing this and just your underwear
kaye: I’ve worn worse. i think we all know that
Annoyed Good Morning Britain viewers took to Twitter after watching the antics unfold.
One viewer said: "Painful to watch but it made me leave the room and get the washing up done, so somewhat useful"
Another added: "This lot are just cringy. Nothing better to fill the time with?"
A third said: "I can not lie about @GMB it simply is just not the same without @piersmorgan on it! Still good but not quite the same . Can’t beat a bit of @gmb whilst having breakfast"
*Good Morning Britain airs weekdays on ITV at 6am
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