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In a bizarre attempt to turn around the fortunes of a restaurant in just 24 hours for a new show, celebrity chef Gordon Ramsay took the extreme step of dressing up as a woman, complete with full make-up, and posing as a guest at the failing eatery.
In the guise of his alter-ego 'Libby Lou', Ramsay took a seat in the restaurant and chatted with some of the other diners in order to get a better lay of the land.
Then, to the surprise of everyone else in the place, he whips off his wig and reveals his true identity. After that, he has only got one day to make the place run properly.
The show in question is called 24 Hours To Hell and Back and, you've got to admit, it shows a side of Ramsay that perhaps we don't get to see all that often.
Maybe he's not so afraid of having a laugh at his own expense, after all.
In fact, he shared a video of himself getting dressed up on Instagram, along with a few snaps of the forthcoming episode.
On his Instagram account, the Hell's Kitchen star wrote: "This dude looks like a lady tonight on an all new @24hoursfox.... @tanaramsay I apologize in advance."
However, it seems as if his army of fans are actually pretty keen on the idea. Well, at the very least they're ganging up to make their best wisecracks about his shock transformation.
One person wrote: "Mrs. Doubt-your-cooking-skills."
Another said: "You look like a beautiful lady!"
Hmm, that might be a bit far.
Some people have pointed out - quite rightly, in this writer's humble opinion - that anyone fooled by Ramsay's disguise must have rocks in their head.
One follower who wasn't taken in by Gordon's get-up commented: "Sorry Gordon, but I would still recognize you even with the hat and all that makeup. You are amazing!!"
The sweary chef has become a star on both sides of the Atlantic Ocean after TV shows have showcased his no nonsense methods of getting restaurants into shape.
While the success he's enjoyed stateside is great, he recently revealed that he's heading back to the UK later this year for a new BBC show.
The programme will see Ramsay running the rule over 12 hopeful chefs in Gordon Ramsay's Future Food Stars. Think The Apprentice, but in a kitchen.
Hopefully, he'll bring Libby Lou out of retirement for that one, too.
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