One of the most exciting moments in Dancing on Ice is seeing which stunning gown host Holly Willoughby will step out in.
Presenting the skating competition alongside Phillip Schofield, who has dropped out this week due to Covid, Holly always looks envy-inducing in a dress that often sells out as soon as she's spotted on screen.
Fashion icon Holly knows exactly how to dress to flatter her figure and she always posts an Instagram snap ahead of the programme starting to give her fans a glimpse of the look.
But unfortunately, not everyone is keen on Holly's outfits.
Some prudish viewers have been so shocked at the sight of her chest they took to broadcasting regulator Ofcom to make an official complaint - something which was brushed off as nonsense.
But which gowns provoked such unfounded outrage? Let's remind ourselves.
'Too sexy' feathered gown - Dancing on Ice, 2021
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Last January, Holly was the target of complaints as she donned a stunning pink floor-length gown.
Appalled at the sight of a woman's body, 52 unhappy viewers contacted Ofcom to share their distaste over the dress, which was adorned with crystals and feathers and featured a plunging neckline.
After the first episode aired on January 17, the broadcasting regulator confirmed it received 341 complaints about the ITV show, with most pertaining to Rufus Hound's cutting remark about the government's failure to feed hungry school children.
Others were more concerned about Holly's cleavage, with some claiming it was obscene for a pre-watershed show.
"Why does Holly have to flash her boobs every time. It’s a family entertainment show. I just don’t get it. I would think so much more of her if she dressed like a lady and covered them up," tweeted one outraged spectator.
"That dress is far too sexy for a family show!" another fumed.
'Underwear' dress - Dancing on Ice, 2020
In 2020, Holly looked ethereal in a white corset style dress by luxury bridal designer Dana Harel.
The white tulle layered skirt cascaded all the way down to the floor, and Holly gave the look a pop of colour with her red lipstick.
Predictably, it was too outrageous for some viewers.
One commented: "The top looks too much like underwear, have seen Holly in nicer dresses."
"One of ur worst outfits looks like underwear and u have forgotten top layer," another informed her.
'Distracting' flapper number - Dancing on Ice, 2018
For the first live show of Dancing on Ice 2019, Holly stepped out in a plunging V-neck sparkly dress with layers of frills.
The gown, designed by Joao Rolo Couture, featured silver sequins and - you guessed it - a plunging neckline.
Most viewers pointed out how great Holly looked, as one tweeted: "Exquisite as is usual."
Another gushed she looked "unbelievable".
But as usual, other viewers moaned about the sight of Holly's chest.
"Holly's dress is rather distracting," one user wrote.
Another ranted: "Is that really the sort of dress to wear on a family show? I hope you don't fall out."
"Holly has got the Willoughboobies out," exclaimed another.
A third wrote: "Holly's going to catch her death without her vest!"
'Unsuitable' black ensemble - The Voice, 2013
The revealing dress Holly Willoughby wore to present The Voice final in 2013 sparked 139 complaints.
And BBC bosses were forced to apologise if viewers found the cleavage-flashing number "unsuitable", but they stood by the star.
The show, viewed by 8.7million fans, was broadcast from 7.15pm to 9.30pm, meaning most of the programme aired prior to the 9pm watershed.
During that time, broadcasters should avoid material deemed unsuitable for children.
A BBC spokeswoman said: "We’re sorry if some viewers found Holly’s dress to be unsuitable.
"Holly enjoys fashion and we felt the dress she wore for the live final of The Voice UK was glamorous and wholly appropriate for the occasion.
"We don’t believe it would have gone against audience expectations for a TV spectacle such as this."
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