Piers Morgan slammed model Emily Ratajkowski after she appeared in a video wearing underwear and eating spaghetti, which was uploaded to Love Magazine's Instagram account as part of its annual social media advent calendar.
Credit: Good Morning Britain / ITV
The footage involved Emily dressed in red and pink lace lingerie and suspenders, along with a pair of high heels. She introduces the ad saying 'I'm Emily Ratajkowski. Today is carbo-loading day', before going in on the pasta.
At the end of the video, a quote appears on screen from Emily, saying: "I love pasta and being greased up in olive oil more than life itself!"
The 26-year-old model then posted images from the shoot to her Instagram account, saying: "Taking my love of pasta to new heights for #LOVEADVENT2017 the wait Is over!"
That's when Piers Morgan decided to get involved, as he always does. On Good Morning Britain he argued that the video was not about feminism, but merely an opportunity for the model to further her own career - and was joined in the studio by glamour model Nicola McLean for a heated debate.
"This is Emily Ratajkowski 'promoting feminism,'" Morgan also tweeted, along with a collage of the images. "Somewhere, Emmeline Pankhurst just vomited."
He's referencing, of course, political activist Emmeline Pankhurst, who famously led the British suffragette movement and fought for women's rights, including their right to vote.
Now Emily has responded, taking to Twitter to air her thoughts.
The model said: "Lol never said my love video was a feminist statement. But now it's worth saying that telling women what to do with their bodies & sexuality is actually just classic sexism. I can have opinions about feminism & also do sexy photo shoots k thanks"
Morgan was joined in the studio by glamour model Nicola McLean, who added: "It just makes me jealous because I've not eaten carbs for a while, but it is how a man takes it - whether a man finds it sexy or whether he doesn't that's absolutely fine, but it's how you're treated because you choose to do it."