Eamonn Holmes made a very awkward lingerie blunder on today’s This Morning.
The presenter was left red-faced when Ruth Langsford called her husband a "fool".
Ruth, who is used to correcting Eamonn’s mistakes, said he had "embarrassed himself on national television".
Eamonn’s gaffe came in front of Baroness Michelle Mone, who was on the show to defend herself against lazy jibes.
He said: "She is the gorgeous multi-milonaire founder of the lingerie empire…"
Ruth interrupted Eamonn to comment on his bizarre pronunciation of the word ‘lingerie’.
After being called a "fool", stuttering Eamonn said: "I was just being…that will be printed as fake news now."
Giving newspapers a headline, Ruth said: "Eamonn Holmes embarrasses himself on national television."
Eamonn shook off the blunder to enjoy some subtle flirting with Scottish entrepreneur Michelle.
When asked if she was still the Ultimo boss, she said: "I sold the company about four years ago. Do you not remember when I gave you some money?"
Giggling Eamonn replied: "I thought you were going to say ‘gave you some underwear’."
Gesturing at Ruth, he said: "Don’t tell her."
The presenters then called out Baroness Mone for only attending 89 sittings out of 457 in the House Of Lords.
Defending herself, Michelle said: "It’s not true. It all stared with a freelance Scottish journalist and has filtered its way down south. I attended last year over 150 times.
"You only get registered if you go into the chamber. Not every time do I go into the chamber."
Eamonn pointed out this was still only a third, but Michelle insisted she was wanted to be compared to other Lords who are full-time workers.
She said: "When I became a full-time Baroness I said to David Cameron I’’m a full time entrepreneur and business person’.
"I said I would juggle and be there as much as I can. A lot of them are really hardworking and they are working full time. That’s not my job."
*This Morning airs weekdays on ITV at 10.30am
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