The TV chef discussed the recent fad of “vajazzling” with guest Amy Childs and colleague Sat Bains when he offered the latter a kit to attempt his own male version of the cosmetic procedure.
As James, 45, produced a sparkly love heart to adorn the body, he joked: “I’ve seen him in the shower and that’s way too big!
“You’d be lucky if that fits,” he said, teasing Sat.
Viewers were in hysterics over the shocking joke, with one posting on Twitter: “Sat Bains just been stitched up I think!”
What’s more, as the ITV show returned after an advert break, Amy was seen decorating Sat’s head with the kit, before James made yet another outrageous confession.
The former Saturday Kitchen host gasped as he looked down at his crotch: “Now I don’t want to tell you but I actually wore those last night.”
Just last week, James raged as Gok Wan hit out at one of the dishes he prepared.
Although all of the guests raced to tuck into the poached pear concoction, the fashionista told the chef he would have been happier with a stripped back version.
Saturday Morning with James Martin continues next Saturday at 9.30am on ITV.