Fashion favourite Gok Wan mis-judged the mood on This Morning by urging viewers to purchase a pricey pair of slippers and some very expensive socks.
Gok, 45, joined hosts Holly Willoughby and Phillip Schofield to offer some lockdown pointers.
But he got it badly wrong with a £60 slipper suggestion - and was called "out of touch" for describing the higher priced items as "investment pieces" worth shelling out for.
He also recommend a £22 pair of socks to keep your feet warm at home during the winter months.
The segment was slated on social media - with one even calling the items "overpriced s**t".
Gok was on the show to give some fashion tips appropriate for the new lockdown tiers.
Many took to Twitter to let the star know how badly the ideas went down.
"Give him £50 and send him to Primark see what he comes up with," one posted.
Another wrote: "When will you show clothes in the normal person price range. Instead of out of touch prices."
One unhappy user posted: "Time to get real" while another said: "60 quid for a pair of slippers??"
Gok sparked concern from viewers of This Morning back in August with another recommendation - washing raw chicken.
The 45-year-old star, who has released cookbooks, was performing on a cooking segment alongside presenters Alison Hammond and Rochelle Humes.
He was demonstrating how to make chicken wings, and as he was detailing which spices and sauces to use, he told viewers to wash the chicken.
"So the first thing is you're gonna get your chicken wings from the butchers or the supermarket, and you're going to wash them, always," he said.
He was slammed as "irresponsible" with the NHS saying washing uncooked chicken can be dangerous.
