Piers Morgan SLATES Jesy Nelson as he compares Little Mix star to 'grim' advert on an adult dating website

Piers Morgan has slated Jesy Nelson, shutting down claims she is “fabulous” and comparing her to a “grim” advert on an adult dating website.

The Good Morning Britain presenter has been embroiled in a feud with the Little Mix star after she branded him a “silly t***” following his criticism of the groups new music video which sees them strip naked in a bid to promote body positivity.

Morgan invited Nelson and bandmates Perrie Edwards, Jade Thirlwall and Leigh-Anne Pinnock to discuss the issue on the ITV breakfast show. Nelson appeared to hit back at the offer by posting a near-naked picture of herself.

Morgan criticised the image on Wednesday morning’s show and continued to accuse the group of using “sex” to “sell records”.

“She does not look fabulous,” he said. “She’s wearing men’s underpants, she’s heavily tattooed, it’s bad lighting – it’s like one of those grim pictures you get on those weird adult dating sites, the really cheap ones. How can anybody look at that and think it’s classy?”

Susanna Reid attempted to defend Nelson, saying she looks “fabulous” and “amazing”.

But Morgan continued: “She’s once again taking her clothes off and going 'look at me now buy my album'. Why don’t you just focus on your voice? Oh I know why. I've got no time for this cynical use of naked flesh to sell records. I'm not shaming her.”

Little Mix stripped off for their music video for new single Strip and covered themselves in the insulting remarks they have faced throughout their career in a bid to inspire young people to feel confident in themselves.

Morgan slammed their message, claiming they are simply using “nudity” to shift singles.

Nelson discussed his remarks on Radio One with Nick Grimshaw, branding him a “silly t***” and claiming the only thing that “p***** [the group] off is when positives are turned into a negative”.

Morgan demanded Nelson publicly apologise before inviting them onto Good Morning Britain, tweeting: “If you’re brave enough @LittleMix - come on @GMB tomorrow & say when you've just been saying about me on Radio One to my face. Then we can debate your cynical exploitation of nudity to sell records.”