This Morning viewers couldn't keep their eyes off Alison Hammond during Friday's instalment of the ITV show.
The much-loved presenter, 46, opted for a rather daring ensemble to brighten up her Friday morning - and it caused quite the stir on social media.
Presenting alongside her co-host Dermot O'Leary, Alison's bright pink dress and even louder shawl 'distracted' viewers throughout a tear-jerking interview with an American family who lost their beloved husband and dad to a climbing tragedy.
The son of renowned mountaineer Alex Lowe appeared on This Morning to discuss his new documentary which explores how his father's death in an avalanche shaped his own life.
As Max spoke lovingly about his father, and shared the details of his tragic passing, This Morning viewers were unable to fully concentrate on his stream of words due to the fact Alison's daring outfit kept catching their attention.
Taking to Twitter to discuss Alison's bright pink number, viewers joked that the Birmingham-native should opt for a more toned-down ensemble next time.
"All I can see is Alison Hammond's pink dress! It's way too out there for this kind of interview! My eyes can't look away," one viewer mocked.
"Oh my days this poor guy on This Morning losing his dad so tragically. I can't concentrate though because of Alison's outfit," another echoed.
"The wardrobe department on This Morning did me dirty this Friday. My eyes are burning looking at Alison's pink outfit," someone else joked.
Meanwhile, a fourth quipped: "She's a style icon and a fashionista, but Alison probably shouldn't have worn that dress for an interview like this."
Elsewhere, others fawned over the bubbly star's loud frock.
"Why is everyone bashing her outfit? It's gorgeous," one fan insisted.
"Everyone is just jealous because they know they could NEVER pull of wearing something like that," another agreed.
Earlier this week, Alison filled Phillip Schofiled's This Morning boots after he tested positive for Covid.
Silver fox Phillip, 59, confirmed he tested positive for Covid and was being forced to self-isolate.
Posting the results of his lateral flow test on Instagram, he penned: "Well b******s.
The host added: "Currently just a slightly sore throat ".
In light of Phillip being struck down with the bug, ITV confirmed to Mirror that telly favourite Alison, 46, would be bringing her fun-loving personality to the magazine show sofa while Phillip holes up at home.
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