This Morning hosts Eamonn Holmes and Ruth Langsford spoke to presenter Kevin Adams on Tuesday's show about a range of topics from cycling to housework.
But viewers could not take their eyes off one thing - the dangerously low-buttoned shirt that left his chest exposed.
They began tweeting in droves as they could not help but comment on Kevin's shirt, wondering if it was intentional or a wardrobe malfunction.
Tweets included: "I forgot it was ‘t**s out Tuesday’. Thanks for the reminder Kevin!", "Kevin looks like he is mid-strip today on #thismorning," and "Kevin love. Do your shirt up".
Others asked :"Why's Kevin's shirt so open during this interview!?" and "Why is Kevin half dressed for a tv interview? Surely he knew it was happening" and "Did Kevin forget to finish getting dressed this morning?"
Another viewer added: "I literally have no idea what Kevin is saying cos I’m massively distracted by his open shirt (and not in a good way)."
"Kevin needs to button up he'll catch a death," remarked another.
Meanwhile, Eamonn was more distracted by Kevin's huge clock on the floor of the room he was filming in.
"Can I just respect you and your decor this morning, it was James Martin yesterday, somebody else the week before, every guy I interview has got a massive clock in the background - are they giving away vouchers for these massive clocks?" he joked.
Laughing, Kevin explained his clock was also a lamp, and he had another one in the kitchen.
Judge Rinder quipped: "If you're on Zoom every day... Gosh look at the size of your clock!" before giving the camera a knowing look.
* This Morning airs weekdays on ITV at 10am
