This Morning's Dermot O'Leary was left red faced on Wednesday, as he unwittingly asked Alison Hammond how she styled her synthetic hair.
The ITV hosts were hosting a "curl power" segment, in which they talked about how to style curly hair.
And an unknowing Dermot asked Alison how she got her hair looking how it does.
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"You have lovely curls."What do you with them?," Dermot said
To which Alison replied, with a bemused smile: "What do you mean, 'what do I do with them'?
"It's fake hair."
Watch a clip below:
Taking an awkward pause, Dermot responded: "Oh, well it's sensational.
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"I thought you just had a different style each day."
Through fits of laughter, Alison explained to Dermot: "This is my protective hairstyle.
"When I want to protect my hair for a while I braid my hair underneath and then attach my hair underneath.
"It's not my real hair, it's synthetic."
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"Incredible," replied Dermot. "You learn something new every day."
Reacting to the awkward interaction, some found the conversation funny, and praised Alison for how she handled it, while others criticised Dermot for his lack of awareness.
"@thismorning can you please educate @radioleary on black hair! That was just 100% embarrassing for him and Alison that he didn’t know she was wearing a weave!," said one viewer.
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While another shared a meme which read 'I literally can't even', adding: "Alison talking to Dermot about black women's hair #ThisMorning".
Referencing the painful conversation between Eamonn Holmes and This Morning's Dr Zoe Williams back in the day, another wrote: "Alison talking to Dermot about black women's hair #ThisMorning, we have been here before..."
Eamonn and Dr Zoe's conversation was the hot topic a few months ago, after the This Morning host compared the doctor's hair to an alpaca.
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Eamonn received mass backlash after the chat, and later issued an apology, which Dr Zoe graciously accepted.
You can read more about that here...
Featured Image Credit: ITVTopics: TV And Film