Eamonn Holmes was given a stern telling off by This Morning guest Lisa Snowdon after his comments during her fashion segment.
Lisa, 49, appeared on the ITV daytime show alongside hosts Eamonn and Ruth Langsford to show off boots that could be of interest to viewers.
But Eamonn was left unimpressed about the shoes - particularly when he discovered that one pair was £90, prompting him to exclaim: "Who would buy those?!"
As Lisa soldiered on, Eamonn accused all of the boots of having a "saggy look".
Slamming a pair of M&S ankle boots, Eamonn said pointedly: "No one is going to like those."
Lisa couldn't keep quiet and demanded: "Now you pipe down you!"
"I'm just saying," Eamonn said.
Ruth told her husband: "Well don't say any more."
Lisa managed to suggest a few more boots before Eamonn told her to "be honest" to the viewers.
As his comments sparked a less than impressed response, Eamonn asked: "Am I not allowed an opinion!"
"Yes you are allowed an opinion, but less of one," Lisa responded.
But yet another pair of boots left Eamonn particularly stunned and he said: "The only time I saw a boot like that in Belfast was when it was in my face."
Lisa saw the funny side and burst into laughter before later telling him: "You couldn't have made that more difficult for me, Mr Holmes."
Ruth glanced sideways at her husband and told viewers: "I'm going to get those stomper boots and do some stomping later."
*This Morning airs weekdays at 10am on ITV
