Unrepentant pet owner who dyes dog’s fur insists it ‘boosts confidence’

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This Morning viewers were left fuming after a guest on today's show proudly showed off her multi-coloured pooch.

Nicole Rose, who was calling in from Ontario, Canada, explained to Phillip Schofield and Holly Willoughby that her pet dog, Stella, was more confident after having her fur dyed psychedelic colours.

The pooch, which was also a rescue, had recently received a new do-over and the words "Stay Safe" had been written into her fur.

During the show, Phillip said that Stella looked like a 'billboard,' however her owner defended using 'safe' dye on her pet's fur and explained that the puppy was happier being bright colours.

"I think because she gets a lot of attention when she's coloured and being the fact that she's so shy, it really bring her out of her shell," Nicole explained.

Viewers said the pet owner was 'irresponsible'
(Image: ITV)

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I don't know if its the attention or the fact that she feels really good about it, but she just loves her colour," Nicole added.

The guest added: "Anyone that knows Stella, knows how much she loves her hair colour and they don't have a problem with it."

Later in the show, Nicole shared a picture of Stella taken from her wedding day – in which the pooch had been dyed bright pink.

This Morning viewers were particularly taken aback by this picture
(Image: ITV)

Nicole maintained that her pet pooch was very happy
(Image: ITV)

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Holly was also left wondering whether the brightness of the colours were 'ok' for the pooch.

Despite Nicole's explanation of colouring her dog's fur, some This Morning viewers branded the move 'irresponsible' and said that the dog looked 'depressed.'

One Twitter user wrote: "Stella doesn’t look best pleased to me. Leave the poor thing white. That’s what she’s meant to be. #ThisMorning," added another.

Phillip and Holly also appeared a little baffled by the hair dye job
(Image: ITV)

Stella has been dyed lots of different colours in the past
(Image: ITV)

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"Her tail is down, and she won’t look up… THE DOG IS F****** DEPRESSED #ThisMorning," penned a second.

A third wrote: "It's irresponsible to put this dog dyeing idiot on tv. #ThisMorning."

"OMG! I thought being rainbow coloured was bad but that bright pink has taken my breath away. That’s really cruel. #ThisMorning," said a fourth.

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