This Morning fans were left in stitches at Eamonn Holmes' comments to Liverpool beauty queen Sophie Brady.
The 59-year-old presenter told viewers to stay tuned as after the break size 20 Sophie would be talking about body positivity.
He said: "Here she is in all her glory."
Sophie, 29, from Everton , appeared in the ITV sofa in a daring red biniki to promote the idea that people can wear what they want on the beach.
Viewers at home noted the host's comment, and one said: "This next interview is going to be a hard one for Eamonn."
Another said: "Eamonn’s face just then on #ThisMorning was priceless."
A third added: "Wow, @EamonnHolmes looked happy about the next feature."
During the interview, Sophie revealed how she used to be so ashamed of her body that she would wear hoodies and jeans in the hot weather, and would never dream of donning a two-piece.
But now she has embraced her curves and is hitting back at body shamers, telling Eamonn and Ruth Langsford: "We all should be able to wear what we want on the beach."
Ruth pressed her on the health implications of being overweight, but Sophie said: "Where health is concerned, I have danced since I was three, I teach dance to children. I exercise three to four times a week, I do yoga.
"I am on no medication, my cholesterol is perfect, my blood pressure is perfect and I go to the doctor regularly."
As the interview came to an end, Eamonn thanked her for being on the programme, and said: "It was nice seeing you... all of you."
One fan of the flagship daytime TV show said: "It was nice seeing ALL OF YOU. gotta love Eamonn Holmes."
Another said: "Eamonn's face is cracking me up."
A third added: "Eamonn doesn’t know where to look. He’s stuttering."
In an interview with the ECHO last month , Sophie said she had been pelted with stones by fat shaming bullies.
She said: "It shouldn’t be that some women can go on the beach and in the pool and others feel like they have to hide themselves in the shade and cover up. How can they create memories with their children if they don’t feel confident enough to throw on a costume and go swimming with them?
"We’re not all meant to be the same, but we’re all paying the same money to go on holiday. We should all be able to enjoy it as much, no matter what size or shape we are. To me, all bodies are equal."
She added: "If I notice someone looking at me, or saying something, I’ll just wave at them,” laughs Sophie. “I’ll say ‘Hi, you OK? Do you want a picture?’ and just be nice.
"There’s no point being upset by it so, even if deep down I think they might be thinking, she’s a bit fat, I choose to believe they’re staring at me because I look great.
"It doesn’t have to be a negative thing – they might like the colour of my hair or the lipstick I’ve got on. That’s what I tell myself and whether it’s true or not doesn’t matter."
*This Morning is on ITV1, weekdays and Sundays from 10:30am
