You're missing a medallion! Simon Cowell shows off his hairy chest on Britain's Got Talent final
00:58 GMT, 13 May 2012
It's normally the fashion of Britain's Got Talent's female judges Amanda Holden and Alesha Dixon that gets people talking.
But on last night's final of the ITV show, viewers couldn't help noticing Simon Cowell's unbuttoned shirt and hairy chest.
In contrast to David Walliams' smart suit, the music mogul was going for a more casual look in his jeans, white shirt and blazer.
You're missing a medallion! Simon Cowell adjusts his shirt after winners Ashleigh and Pudsey perform on Britain's Got Talent's live final
Alpha male: Cowell was going for a smart-casual look with his open shirt, blazer and jeans
And as the camera cut to Simon after the eventual winners Ashleigh Butler and her dog Pudsey finished performing, he gave viewers a good look at his hairy chest as he adjusted his shirt.
Both viewers and fellow celebrities took to Twitter to mock Cowell's 'Medallion man' style… a departure from his normal grey and white T-shirts.
Phillip Schofield and his Twitter followers shared plenty of playful banter about Cowell's chest flashing.
Dog lover: Simon has made no secret of his fondess for Ashleigh and Pudsey's dog act
Did Ashleigh and Pudsey deserve to win BGT
Yes, they were great
No, it should have been Jonathan and Charlotte
Click to view yesterday's poll results
He wrote: 'Was Simon opening his shirt FOR THE DOG!!!!!! Good Lord 🙂
'Mind you Pudsey was astonishing.'
He then retweeted a follower's comment that: 'I think he was trying to assert his alpha-male dominance and show Pudsey he is also a hairy beast.'
A second retweeted compared Cowell with Schofield's This Morning co-host Holly Willoughby's famous cleavage: 'He was competing with @hollywills on the cleavage front :0.'
And Schofield's Dancing On Ice co-host Christine Bleakley was also entertained by Cowell's body hair.
David and 'My Simon': David Walliams tried to distract Simon after swapping places with Amanda Holden
Bromance: David started massaging Simon's shoulders to the music mogul's chagrin
She wrote on her Twitter page: 'Oh wow, Simon Cowell actually opened an extra bottom on his shirt after Pudsey and Ashley performance. I LOVE that dog! #BGT.'
Also on the show, David Walliams played up to the pair's 'bromance' by swapping seats with Amanda so they could sit together at the end of the show.
The comedian stared into Simon's face as the music mogul talked to hosts Anthony McPartlin and Declan Donnelly and then massaged his shoulders.#
Entertained: TV presenter Phillip Schofield found Simon's chest flashing amusing
Bemused: Schofield's Dancing On Ice co-host Christine Bleakley was also amused
Simon complained: 'I can't do this with that thing there. Its got to look away.'
Meanwhile, David jumped at the chance
to camp it up with the Show Bears – who were voted off one of the
semi-finals earlier this week.
He changed into a silver sailor costume for a cover of It's Raining Men – but changed the lyrics slightly to We're Sailor Men.
Camp it up: David changed into a silver sequinned sailor costume to perform before the winner was announced
Fun and frolics: Even though they were voted off one of the semi-finals, the Show Bears were given the chance to perform with David during the final
Making friends: Walliams and his wife Lara Stone took their puppy Bert to meet Pudsey after the show