Piers Morgan lashed out at shoppers over their lack of social distancing after seeing hoards of people queuing for the opening of the Nike store.
Appearing on Good Morning Britain today, he fumed: "The scenes at Nike yesterday. I don't know what's going on in this country other than - has anyone given the virus the memo?"
"Clearly someone has," Piers' co-host Susanna Reid quipped.
"We've had the protests and we've had the extraordinary scenes in the shops and beaches," Piers said. "In my local park it's absolutely rammed.
"But there's no one here even trying to socially distance, so what does that say about adherence to any rules anymore? What does that say about the risk of a second spike? I don't know the answers."
Earlier, Piers said that everyone he knows is "wilfully breaking lockdown" as he vented his frustration at being unable to go to the hairdresser.
Susanna had commented that no one on GMB had had their hair professionally cut, prompting Piers' comments.
"Well I think everyone has apart from us," Piers snarked. "I think we're the last two lawful people in the country.
"Honestly, everyone I know is wilfully breaking every lockdown rule. They've stopped caring."
"Well I think it's a combination of Dominic Cummings, people sunbathing on the beach and then the protests mean actually a lot of people are thinking, 'What's the point?'" Susanna said.
But before Piers began a rant, he was distracted by a picture of Colin Firth, who he said he was often mistaken for.
Attempting a smoulder, he gazed into the camera as his image was placed side-by-side with the actor's.
"It's like Love Actually all over again," Susanna joked.
"His head was bigger than mine, he won't be happy about that," Piers remarked.
Susanna quipped: "I dispute that."
*Good Morning Britain airs weekdays at 6am on ITV
