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This Morning viewers were left stunned and outraged after seeing pet dogs transformed with multi-coloured makeovers.
A trio of poodles strutted down a grassy runway on Monday’s episode as Creative Dog Grooming’s Vikki Pearman and Holly Bridden appeared to show off their work.
‘It’s the latest trend taking the dog world by storm as pet owners turn their beloved poodles into beautiful works of art,’ host Holly Willoughby explained.
She added: ‘I can almost hear people screaming at their TVs because there will be those that will see those pictures and go, “This isn’t right, this is cruel.” ‘
However, Pearman and Bridden – who described their work as ‘anything that is not the breed profile standard groom’ – insisted they care deeply for their pets and make sure they’re happy.
While chatting to the duo, Holly explained: ‘It’s a natural dye, they get tested beforehand. You’ve got dogs that don’t like it, you don’t do it with them.’
Vikki Pearman and Holly Bridden appeared with their dogs on This Morning (Picture: Ken McKay/ITV/Shutterstock)
Viewers weren’t sold on Creative Dog Grooming (Picture: Ken McKay/ITV/Shutterstock)
Asked how long the dye jobs last, they said: ‘Till we shave it off. We usually do, for the year, the same design and just improve each competition. Then it’s a sad day when it all comes off.’
And when Alison Hammond wondered what happens if they make a mistake, they laughed and admitted: ‘You just kind of wing it.’
Despite the pooches seeming in good spirits and the pair reiterating that they enjoy the process, plenty of viewers were fuming over the segment.
Vikki and Holly say they love their dogs and only do what their pets are happy with (Picture: Ken McKay/ITV/Shutterstock)
This Morning viewers took to Twitter to rant about the segment (Picture: Ken McKay/ITV/Shutterstock)
‘No just no,’ wrote one viewer, while another ranted: ‘What the f**k have they done with that poor dog? And how does she know the dog likes it?’
A third person branded the whole thing a ‘f**king disgrace’, and a fourth added: ‘I’m sorry, but there is no need for this.’
‘I can safety say I would not be letting these two within a mile of my dogs #ThisMorning,’ wrote yet another viewer, with a different Twitter user saying: ‘Nope dogs hair shouldn’t be dyed, should left as it is! Don’t care if it’s “safe”‘.
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Others branded it a ‘totally horrific segment’, with a different person adding: ‘Poor bloody dogs. Why the hell would you do that,’ and yet another writing: ‘Omg these poor dogs look ridiculous on #ThisMorning. Leave them with their natural colour.’
Metro.co.uk has contacted ITV for comment.
This Morning airs weekdays at 10am on ITV.
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Viewers weren’t happy.
