Well, whaddya know? Hot on heels of Amy Willerton's endless stream of skimpy swimwear comes the Myleene Klass white bikini memorial moment - but this time it's a bloke doing the honours.
Talkshow host Matthew Wright recreated the scene from the 2006 series when Myleene Klass got viewer's pulses racing by showering in her swimsuit.
Wright told fellow contestant Joey Essex: "The papers always want to know who's going to do the Myleene white bikini moment and maybe wondering if it's going to be Amy or Lucy, but I can let you into a little secret, Joey, that this year's white bikini moment is coming from a fella".
He then stripped off to reveal he was wearing a white Myleene-style bikini, saying: "I soaped up and did my very best to recreate those magic Myleene moments. At one point the bloody things [bikini bottoms] came undone".
He added: "I think it's good sometimes to turn these things on their head. It shouldn't just be every year people waiting to see the girl with the big knockers, prancing around, because ultimately that is sexist and so I'm standing up to strike a blow to even the pitch. I hope I've managed to do that this afternoon."
