On a night dedicated to the defining TV moments of the last year it was James Locke's questionable new hairstyle that prompted fierce debate amongst fans at the 2018 National Television Awards on Tuesday evening.
The TOWIE star sported a sweeping fringe reminiscent of the style favoured by Canadian pop sensation Justin Bieber as he attended the event with girlfriend Yazmin Oukhellou.
Debuting the hairstyle on Instagram, James, 31, admitted he'd taken his cue from the Sorry singer when opting for his latest look.
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New look: On a night dedicated to the defining moments of the last year it was James Locke's questionable new hairstyle that prompted fierce debate amongst fans at the 2018 National television Awards on Tuesday evening
Sharing a snap of his freshly cut fringe, he wrote: 'What's everyone think of my new Bieber haircut? #belieber ready for the #ntas.'
However not everyone was won over, with one fan commenting: 'not sure you should write this directly on the post.'
Seemingly in agreement, another added: 'What. Have. You. Done.'
A third dubious fan wrote: 'It's a Big fat No from me don't fix something that doesn't need fixing.'
Inspired: The TOWIE star sported a sweeping fringe reminiscent of the style favoured by Canadian pop sensation Bieber
Dubious: Debuting the hairstyle on Instagram, James, 31, admitted he'd taken his cue from the Sorry singer when opting for his latest look
The new look comes after James revealed he had undergone a hair transplant - despite not really needing one.
Sharing snaps of the procedure, he wrote: 'On Monday I went and had hair reconstruction surgery as this is something I have always wanted to do for myself as I have always been a bit self conscious of my hairline.
'I am currently in the healing process so cannot see my results yet but can already tell it's going to look how I've always wanted.
'I will update you all with pictures once I'm a bit more recovered and less zombie looking.'
Attending the event alongside her boyfriend, Yazmin looked stunning on a bold sheer evening dress that drew attention to her slender physique.
A plunging front further accentuated her already prominent chest, while a heavily embellished upper-half gave the look a distinctive flourish.
Returning host Dermot O'Leary fronted the National Television Awards, broadcast live on ITV from London's O2 Arena.
Former Made In Chelsea star Georgia Toffolo replaced Scarlett Moffatt as backstage host for 2018, after stealing her crown as queen of the jungle on I'm A Celebrity 2017.
The presenting gig helped launch Scarlett's TV career in 2017, as she went onto front the revamped Streetmate dating show, as well as landing a gig on Saturday Night Takeaway.
Meanwhile, Love Island stars Kem Cetinay and Chris Hughes hosted the glittering red carpet and entertained fans with an amusing video that aired out mid-show.
TV double act Ant & Dec were the superstars of the night, sweeping the board with four gongs. They took home the TV Presenter prize for a record-breaking 17th time, beating the likes of their good friends Holly Willoughby, Phillip Schofield and Bradley Walsh.
Having endured a turbulent year when it comes to his personal life, Ant reflected on his troubling time of late on accepting the honour, as he told the crowd and viewers at home: 'Thank you, I'm shaking… It's been quite a year, a tough 12 months, so winning this really means a lot, to my family and friends, some of who are here tonight, thanks very much, and to this man, I love you thank you.'
Dec added: ' Possibly this year more than any other, we thank you from the bottom of our hearts.'
The presenters enjoyed another successful win for I'm A Celebrity, that was honoured with the Challenge Show award, and Ant and Dec found themselves the winners of the first Bruce Forsyth Entertainment Award with their show Saturday Night Takeaway.
The showbiz veteran sadly passed away in August last year, aged 89, following a long illness and a battle with bronchial pneumonia. Sir Bruce is loved around the country for his 75-year TV career presenting shows including The Generation Game, Play Your Cards Right and Strictly.
Looking good: Attending the event alongside her boyfriend, Yazmin looked stunning on a bold sheer evening dress that drew attention to her slender physique
His legacy was honoured when Strictly Come Dancing returned to screens in September, with the show's professional dancers performing a routine in tribute, before Bruce's best moments from his time on the series were played.
Seal gave a touching performance of I've Got You Under My Skin ahead of the prize being awarded, while Bruce's wife Wilnelia took to the stage to present the award.
Making the likes of Bruce's old Strictly co-host, Tess Daly, well up, Wilnelia said: 'I wish I wouldn't have to be standing here this evening in front of you, but I'm so proud and honoured that this special award is named after my darling Bruce.
Striking: A plunging front further accentuated her already prominent chest, while a heavily embellished upper-half gave the look a distinctive flourish
How it was: James sported a conventional side-parting before getting his hair cut
'I know he would have loved it, showbusiness was his life, he would be saying to all of you it's been nice to see you, to see you nice.'
Despite each losing out on the TV Presenter award, Holly Willoughby and Phillip Schofield enjoyed success, as This Morning bagged the Daytime prize once again, beating the likes of The Chase, The Jeremy Kyle Show and Loose Women.
Thrilled with the gong, Phil gushed: 'We love getting up very very early in the mornings even when it is cold and dark, so we can work on a show that we are so proud of and I can work with someone who I absolutely adore.'
Hair we go: James' new look comes after he revealed he had undergone a hair transplant - despite not really needing one
Holly made sure to add: 'I am lucky to work with not only one of my best friends and one of the best teams in the business... you are the best, we love you!'
While Broadchurch triumphed in the Crime Drama category, Doctor Foster took home the award for Best Drama presented by Stranger Things stars Natalia Dyer and Charlie Heaton.
Suranne Jones, who plays the role of Dr Gemma Foster, also came up trumps in the Drama Performance category for her role in the series. 'What a night, we are so thrilled,' she gushed.
Simon Cowell, meanwhile, found himself with two nods in the Talent Show category, with both Britain's Got Talent and The X Factor nominated for the prize. They will battle it out against Strictly Come Dancing and The Voice UK - following its channel move to ITV from the BBC.
Taking action: Sharing snaps of the procedure, he wrote: 'On Monday I went and had hair reconstruction surgery as this is something I have always wanted to do for myself as I have always been a bit self conscious of my hairline'
But he found himself coming up short, as David Walliams beat him for the second year running in the TV Judge category, while Strictly Come Dancing took home the gong for Talent Show.
'The viewers mean so much to us, if we didn't have you we wouldn't have Strictly, this is for you,' Tess Daly said on accepting the prize.
Following her list of thanks, Tess added: 'Last, but not least, I would like to dedicate this award to my friend and yours, the one and only Bruce Forsyth. Thank you for the memories.'
Dame Julia Walters was met with a great reception as she graced the stage to present Serial Drama - a category made up of the nation's favourite soaps; EastEnders, Coronation Street, Emmerdale and Hollyoaks.
NATIONAL TELEVISION AWARDS 2018 - WHO WON WHAT?
BRUCE FORSYTH ENTERTAINMENT AWARD
Ant & Dec's Saturday Night Takeaway - WINNER
The Graham Norton Show
Celebrity Juice
All Round To Mrs Brown's
CHALLENGE SHOW
Great British Bake Off
I'm A Celebrity... Get Me Out Of Here - WINNER
MasterChef
Love Island
CRIME DRAMA
Line Of Duty
Broadchurch - WINNER
Little Boy Blue
Sherlock
SERIAL DRAMA
Emmerdale - WINNER
EastEnders
Coronation Street
Hollyoaks
DRAMA PERFORMANCE
Tom Hardy (Tabboo)
David Tennant (Broadchurch)
Sheridan Smith (Moorside)
Jenna Coleman (Victoria)
Suranne Jones (Doctor Foster) - WINNER
TV PRESENTER
Ant & Dec - WINNER
Holly Willoughby
Phillip Schofield
Bradley Walsh
COMEDY
Bernidorm
Still Open All Hours
The Big Bang Theory
Peter Kay's Car Share - WINNER
TALENT SHOW
Strictly Come Dancing - WINNER
Britain's Got Talent
The Voice UK
The X Factor
NEWCOMER
Danny Walters (Keanu, EastEnders) - WINNER
Ned Porteous (Tom, Emmerdale)
Nathan Morris (Milo, Hollyoaks)
Rob Mallard (Daniel, Coronation Street)
SERIAL DRAMA PERFORMANCE
Barbara Knox (Rita)
Lucy Fallon (Bethany) - WINNER
Danny Miller (Aaron)
Lacey Turner (Stacey)
DAYTIME
This Morning - WINNER
The Chase
Loose Women
The Jeremy Kyle Show
TV JUDGE
will.i.am
Paul Hollywood
Simon Cowell
David Walliams - WINNER
SPECIAL RECOGNITION AWARD
Paul O'Grady: For the Love of Dogs - WINNER
IMPACT AWARD
Blue Planet 2 - WINNER
The award-winning actress revealed: 'I am a huge soap fan so this is a big thrill for me!' before revealing Emmerdale had triumphed over its rival shows to be awarded the gong.
Sir David Attenborough and veteran entertainment star Paul O'Grady were both honoured at the awards with special honours.
Sir David scooped up the Impact Award for his work on BBC series Blue Planet 2. Speaking of the show, he said: 'It was my job, my privilege to provide the words for that series, you know and I know that what countered in that series is the pictures, the pictures were created by the camera men and women who dived into the ocean to get it, who spent three/four years in doing so.
'They raise the issue that is of great importance not only in this country but worldwide. If our television programmes have helped stir the conscious of people around the world then all of us will be very pleased.'
Paul, meanwhile, was honoured with the Special Recognition award for his work with Battersea Cats & Dogs home on his series Paul O'Grady: For The Love Of Dogs.
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