It was meant to be a segment on budget fashion but Primark shoppers were left fuming after watching ITV's This Morning.
Fans of the clothing chain turning to Twitter to air their views after the show on Tuesday, January 19.
One viewer accused the show's fashion slot of making "tone deaf" comments.
Fans of the budget clothing chain couldn't believe their eyes or ears when Rochelle Humes and Phillip Schofield discussed how to dress on a budget, reported Manchester Evening News.
In the piece, fashion editor Amber Jackson revealed her picks from 2022’s new lines, showing off a number of outfits and dubbing them "wearable and affordable", saying "you don’t have to spend a fortune to stay on trend this year."
However, that wasn't the view of some of those watching the show who quickly slammed the selection as unrealistically pricey.
One Twitter user wrote: “That wardrobe would cost you your electricity and gas bill!”
Up first on the fashion segment of the show was a long black coat from Reserved for £99.99
Commenting on the outfit, one viewer wrote on Twitter: “Yep, that £99 coat sure looks affordable and stylish(!)”
A different outfit included black trousers from Arket for £59.
“People struggling to pay energy bills and This Morning telling us £59 for a pair of black trousers is great value,” tweeted another disgruntled viewer.
The most expensive fashion choice was a pair of £100 boots from Topshop via ASOS, and one fan couldn’t believe the price, writing “£100 for boots?”
“Your fashion segment is totally unrealistic and unrelatable in the current climate,” one viewer told This Morning on Twitter, “Are you completely tone (deaf)? That's what it costs to feed the average family a few days!”
While another viewer added: “Over £200… they call that AFFORDABLE???”
The cheapest item on the segment was a £15 Primark cardigan, which people found more relatable, with one Twitter user saying: “Primark all the way!! It's not what you wear it's how you wear it!”
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