He was branded a 'silly t**t' by Jesy Nelson after accusing Little Mix of using sex to sell albums.
And Piers Morgan has now fired back at the pop princess in typical fashion, demanding an apology from the outspoken Essex singer during his Good Morning Britain appearance on Tuesday.
The presenter, 53, took umbrage to Jesy's comments during an interview with BBC radio host Nick Grimshaw, playing the segment aloud for GMB viewers to hear.
Little Mix had posed for a nude photo to promote their new single Strip, with insults painted on their skin in the tasteful black-and-white shot.
The former X Factor champions are championing body positivisty with the song's powerful message, encouraging people to embrace their own skin and ignore what others might say.
Discussing whether the Little Mix girls were offended by Piers' negative reaction to their nude image, Jesy said: 'Of course not, he's a silly t***.'
Nick exclaimed: 'Language! You can't swear, Jesy.
Apologies for offensive language on BBC', she laughed, with her bandmate Leigh-Anne Pinnock chiming in, 'The word she was looking for was idiot'.
Referring to Jesy's slur on Monday morning's edition of GMB, Piers declared: 'Oh Jesy you let yourself down, love. When you're doing a campaign against doing rude words, it's probably better not to use rude words on the radio about me.'
He added: 'I apologise to anyone who is offended by the language Little Mix used about me.
'Little Mix, I think you need to make a public apology during your campaign to root out bad language from public discourse.
'Grimmers apologised to me on their behalf, I didn't hear Jesy apologise. Our viewers are perfectly [entitled] to know the scale of bad language that Little Mix used.'
Piers also vowed to strip off himself should the girls ever agree to come into the studio for an interview.
This comes after Pier insisted Little Mix's shoot to promote their new single Strip is not an empowering statement - but a 'cynical attempt to sell records'.
The TV host also edited his own face onto a muscular body which had been daubed with some of the insults that have been directed at him, including 'arrogant' and 'patronising'.
Piers argued that stripping off is not empowering and is instead the girl band's 'cynical attempt' to promote the track.
The picture was later followed by a video in which Little Mix and a group of women all danced in their underwear, with the clip aiming to encourage women to accept their 'flaws' and be happy with the bodies they have.
Piers argued that female celebrities are using nudity to make money but are then claiming their nakedness is female empowerment.
He produced his own mocked up version of the image in a light-hearted attempt to empower men with his own naked body.
He explained: 'I have an equally empowering image that I want to share with the nation. Very empowering.
'I think every man in Britain is now going; a) I want a body like that, and b) I should adorn myself in offensive words, although I find most of those words complimentary.'
He then said that celebrities that pose nude and claim to be feminists are 'conning' their fans.
Piers continued: 'Why don’t we stop pretending that getting your kit off is feminist empowerment?
'Kim Kardashian does this, Emily Ratajkowsi, all of them. They're all making millions and billions of dollars out of conning the world that getting their kit off is somehow empowering.'
To debate the issue GMB welcomed on Kerry Katona, who praised Little Mix for 'raising awareness' about body confidence issues.
She said: 'I have four young girls, I think it’s amazing what they’ve done. Since social media’s been around there’s so much trolling, there’s self-harming and the suicide rate has gone up massively.
'They have a huge platform of young girls out there who are going to watch this video and go ''It’s ok to be ok with my body.''
