Ben Shephard's Inappropriate Query Disrupts Live Fashion Segment on This Morning
Ben Shephard sent the This Morning studio into disarray on Thursday when he posed a highly suggestive question during a live fashion makeover segment. The incident left co-host Cat Deeley and fashion presenter Jo Good struggling to maintain composure as the crew burst into fits of giggles.
Fashion Segment Takes an Unexpected Turn
During the summer trends showcase, Jo Good was demonstrating a pink and white blouse with a tied neckline, describing it as featuring a "kitten bow" that flatters mature women. Ben Shephard interjected with a query about the neckline's terminology, asking, "Is it a kitten bow or a pussy bow?" The question, referencing a vulgar slang term, immediately caused Cat Deeley and the production team to stifle laughter.
Shephard attempted to clarify his remark but only worsened the situation. "I just didn't know if it was smaller, if it was a pussy, would it be bigger?" he continued, prompting Jo Good to swiftly suggest moving on. Looking embarrassed, Shephard admitted, "I sometimes forget I'm on the telly," to which Cat Deeley retorted, "Any more questions?" He sheepishly replied, "No, no, I think I've said enough," as the studio audience, including guest Sheridan Smith, erupted in laughter.
Viewer Reactions and Social Media Backlash
Fans watching at home were shocked by Shephard's language and took to X, formerly Twitter, to comment on the blunder. Many also criticized Jo Good's fashion choices for the segment, which included a baby blue two-piece suit, a green shorts and jacket ensemble, and a long white skirt with a button-up top. One viewer wrote, "That's awful, awful colour as well," while another added, "These fashions today are hideous! #ThisMorning." A third remarked, "Blind people could dress people better than Jo."
Previous Awkward Moments on This Morning
This incident follows another uncomfortable moment earlier in the same episode when Cat Deeley was scolded by Ben Shephard for her "bossy" treatment of guest Christopher Eccleston. As the former Doctor Who star discussed his role in the upcoming Netflix series Unchosen, Deeley reminded him to "sit up straight, we're on!" Shephard quickly interjected, "You're being so bossy with the guests!" causing Deeley to laugh off the remark.
Additionally, last week saw The Apprentice star Tim Campbell make an X-rated slip during a phone-in segment. While advising caller Julie on marketing her handmade socks, Campbell accidentally said, "Now, you are a global sex seller," before correcting himself to "socks seller." Co-hosts Rochelle Humes and Joel Dommett found the mistake hilarious, with Dommett joking, "Don't put that on your website, Julie."
Chaotic Twister Game Adds to the Mayhem
Further adding to the show's chaotic atmosphere, a live game of Twister turned into a physical comedy routine. Hosts Rochelle Humes and Joel Dommett, along with contributor Ashley James, attempted to play while Nick Ferrari spun the wheel. The game ended with Humes and Dommett crashing to the floor, prompting Dommett to quip, "Is this what morning telly has become?"
This Morning continues to air weekdays at 10am on ITV1 and ITVX, consistently delivering a mix of fashion, interviews, and unexpected moments that keep viewers talking.
