Piers Morgan sparked outrage when he said men would never fancy a woman with hairy armpits.
The Good Morning Britain presenter was talking with his co-host, Susanna Reid, about the new campaign Janu-Hairy, empwoering women to stop shaving their armpits and embrace their natural hair.
But Piers was disgusted by images of women, including celebrities such as Lady Gaga, Madonna and Julia Roberts, who decided to keep their hair, as the host said he "died inside" when he saw it.
The controversial presenter said: "Men don’t fancy women who let it all out in January. Something inside me did die when I saw that picture [of Julia Roberts with armpit hair.]
Piers was disgusted by pictures of Julia Roberts and Madonna
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"Most women and men I’m seeing reacting to us all agree. Why do you need to do this it’s January?"
Susanna tried to explain that a woman’s choice not to shave their armpits is "nothing to do" with trying to be "fancied" by men, but an expression of femininity and women’s choice.
He continued after he looked at a picture of Madonna with armpit hair: "Look at that, I mean seriously?
"If we thought Madonna couldn’t get any more revolting? Why be so lazy? They just can’t be bothered to shave?"
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Susanna reprimanded him once again, saying it is not about being lazy, but sometimes people may "not fancy it," giving Piers even more ammo.
He continued: "Exactly my point! We don’t fancy it either, nobody does. It’s not really praiseworthy, anyone can do it, right? It’s not an massive empowering gesture."
As Susanna tried to swiftly move on to an upcoming interview with Baronness Karren Brady, Piers came back to say what he believed she was doing.
He added: "I bet she shaves because she’s diligent and puts the work in."
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As the charity campaign was further discussed with comedian Kate Smurthwaite and Aisleyne Horgan-Wallace, he continued to share his shocking views, while Aisleyne was physically repulsed at the sight of hair armpits.
Good Morning Britain airs weekdays at 6am on ITV.
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