Kate Garraway had everyone talking on Good Morning Britain on Friday, leading to some hilarious comparisons.
The ITV host donned a quirky, floral patterned dress for the occasion which was a dark blue or purple colour with pink and yellow prints.
But it was the bright yellow and pink collar with matching arm cuffs that "distracted" fans, as she herself confessed the collar was "loud" and was to blame for her interrupting show guests.
Viewers and her co-stars began likening the outfit to pizza slices, SpongeBob SquarePants and even CBeebies' Mr Tumble.
The tweets came in quickly and they did not stop for the duration of the show, as some fans said they quite liked the look.
One viewer said: "Can’t focus on the news as Kate’s dress is simply awful. Where the hell did they find that? It looks like a unicorn has been sick on the collar and cuffs."
Another repeated: "Can’t concentrate on this as Kate’s dress is so disturbing ! Actually the dress itself looks great but the collar and cuffs! Look like something coco the clown threw away."
A third added: "I’m sorry Kate, that collar ……no. Just no."
Ben soon had his say, as he and Richard Arnold became amused - as did Kate herself who took it all in her stride.
Reading out some of the comments, Ben said: "I think everyone's all a little quivered because Kate's collar is still making a splash."
It was a mixture of comments from pizza, to 'Mrs Tumble' and the collar brightening up one viewer's morning, before Richard made his own jibe.
As Ben read out: "I thought Mrs Tumble was presenting GMB this morning," Richard quipped: "Does SpongeBob want them back?"
All three hosts began laughing hysterically, while there were some nice comments from fans.
One viewer commented on Twitter : "What a lovely collar this morning! Like a beautiful doll!"
Another said: "Thank you for cheering me up this morning with that collar," as a third added: "Kate you have brightened up our Friday. Enjoy your day guys xx."
Good Morning Britain airs weekdays at 6am on ITV.
