Australian TV host Karl Stefanovic was getting really irritated about the fixation on image directed at women presenters.
Did he up his own grooming game, spending hours in hair and make-up and a small fortune on new duds?
He did not - Karl took the opposite approach and wore the same cheap suit for a year, only changing his tie.
And no one noticed.
Meanwhile, his co-host Lisa Wilkinson was subjected to frequent viewer emails and style critiques about her appearance.
Karl told the Sydney Morning Herald he had been wearing the suit for a year, bar a couple of exceptions, but “no one has noticed; no one gives a s**t.”
He said: “I’m judged on my interviews, my appalling sense of humour – on how I do my job, basically. Whereas women are quite often judged on what they’re wearing or how their hair is.”
Now that's commitment.
Karl interviews Grumpy Cat:
HT: Metro; i100