Dame Joan Collins and Susanna Reid suffered a wardrobe double-up, appearing on morning television wearing the same dress.
The Good Morning Britain host and Dame Joan sported dresses of different styles, but with an almost identical print.
Susanna made light of the situation on Twitter, writing: "When you realise you've dressed as one of your favourite guests."
Dame Joan was equally amused by the sartorial slip-up, posting a photo of them on Twitter with the caption: "Snap! @susannareid100 and I having a "Krystal and Alexis in the changing room" moment on @GMB. Oops!".
Good Morning Britain's stylist, Debbie Harper, revealed that Susanna's dress is from the George at Asda range, stocked by the supermarket giant.
Co-host Piers Morgan called the pair "glamour twins" and viewers poked fun at the incident, with one tweeting: "I assume there'll be some sort of inquiry as to how this could have possibly occurred?!".
It is not the first time Susanna has had an on-air wardrobe malfunction. Early last year she had to rush off air to change her dress after it "split spectacularly".
Presenter Kate Garraway explained to viewers: "Susanna's just nipped out of the studio with a slight wardrobe malfunction.
"All will be sorted out although it has warmed John (Stapleton) up this morning so he's very pleased about it."
A few weeks ago This Morning's Holly Willoughby revealed that her dress zip had split while she was in the toilet at 10 Downing Street.
She suffered the embarrassing fashion fail while attending a charity function at Prime Minister David Cameron's London residence.
She explained on air: "Dan (her husband) needed the loo so I said 'OK, I'll go to the loo too'. Went to the loo, stood up and then I heard this noise and my zip on the back of my dress went completely.
"Now this isn't just a little zip - this zip goes from top to bottom - so I am now stood there with no coat, no phone, in the toilet in Downing Street, on my own, thinking 'What do I do? I can't walk out, my bum is out'."
She was finally rescued by the next person who made a trip to the toilets and called her husband.