She is best known for her buttoned up cardies, mumsy skirts and demure smiles.
Indeed, when confronted by an array of pole dancers modelling hosiery in a risque feature on her breakfast show last week, Lorraine Kelly looked somewhat scandalised.
Revealing: Lorraine Kelly steals the spotlight in a daring dress while posing beside an iconic photograph of Jean Harlow
It came as something of a surprise, then, when the GMTV presenter turned up to an art gallery in a plunging black dress which gave onlookers more than an eyeful.
Perhaps she was inspired by sultry screen icon Jean Harlow, whose iconic photograph she posed alongside at the exhibition launch.
Whatever the reason, she had to stop herself from falling out of her daring frock during an appearance at the National Portrait Gallery in Scotland yesterday.
At one point, the 48-year-old had to yank up the gaping neckline to maintain her dignity but managed to laugh off any embarrassment.
Taking the plunge: the TV presenter in her daring black ensemble
Sirens: Lorraine clearly took her posing cues from iconic Jean
Miss Kelly's best favourite asset have often attracted admiration but even she was left speechless when royal corsetiere June Kenton told her on screen recently that she was wearing the wrong size bra.
The 71-year-old fitter to the Queen said Miss Kelly's 36B cup left her breasts "talking to each other."
She added: "How can you go on television looking like that?"
Despite her criticism Miss Kelly has boasted of the compliments she has received on her assets.
Reign it in: Lorraine takes a moment to adjust her top
Stars including Robert Downey Jr have told her they are "fantastic" while viewers became so fixated they set up the Lorraine Kelly Appreciation Society in homage to her finer points seven years ago.
Miss Kelly, who has admitted she "scrubs up well," has previously said: "They are mad as hatters and obsessed by my bosom.
"Occasionally I look on the website and the questions usually go along the lines of: 'When are you going to wear something low-cut?' or 'why don't you show your legs more?'
"It is incredibly flattering but I do not take it seriously."
Last year Miss Kelly raised more than £3,000 by auctioning one of her bras for charity.
Demure: Lorraine shows off a more covered up look