An news reporter is facing accusations of both 'narcissism' and 'vanity' after an edit was noticed by viewers whilst he was covering the Los Angeles wildfires.
The controversial move - made by David Muir of ABC News - has since left fans divided, with many critiquing him, whilst others have attempting to defend the 'embarrassing error'.
Muir is amongst the plethora of TV and written journalists currently reporting from Los Angeles, where a 1,200 acre fire broke out earlier this week (7 January), and has since continued raging through the region.
As many as 30,000 locals have been forced to pack up their most vital belongings and evacuate the affected areas - including a handful of A-list stars, like Tom Hanks, Miles Teller, Reese Witherspoon and Adam Sandler along with their families.
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David Acuna - spokesperson from the California Department of Forestry and Fire Protection - told CNN yesterday: "[We are] mostly concerned with ensuring that all people get out of the area, because life safety is the most important part.
"And we're helping plan to that their pets and livestock also have a safe shelter."
Also supplying coverage of the rapid-spreading fire is ABC's Muir, who supplied an update to other viewers from the Pacific Palisades yesterday, donning a yellow, flame-retardant jacket.
It was this get-up, however, that subsequently saw the broadcaster criticised online after some hawk-eyed viewers noticed the 51-year-old was wearing wooden clamps, tightening the fit of his outfit.
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Muir's wardrobe malfunction was only spotted after he turned around during a live TV broadcast to show the rubble triggered by the fire falling behind him.
"As you can see here behind me,' he said whilst turning around which revealed the clamps pinching the material on the back of his jacket.
The fashion faux-pas was firstly pointed out by television producer Jack Osbourne, who shared a video of the moment on his social media feed.
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"Nice jacket bro. Glad you look nice and svelte with those clothes line pegs, while our city burns to the ground," he wrote on Twitter.
The clip then went viral online, with many poking fun at the news reporter, as one person accused of him of 'dripping narcissism'.
Someone else commented: "That’s hilarious. I’ve only seen that solution for trying on wedding dresses."
Another went on to say: "That’s real journalism. Play pretend fireman journalist on TV, but need to make sure the outfit is popping!"
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"Lol the vanity in LA never takes a pause," a fourth added.
However, others have since defended the move, believing it not to be a mistake at all.
Many were quick to point out that it stops the jacket for moving around and disrupting his microphone - which would be a nightmare for the sound team.
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"It's smart. Keeps it from flapping. I don't like him much but that's a good hack..." one wrote.
Another added: "In all fairness, in those winds that jacket flapping would have given his sound tech an aneurysm."
"It's also to keep it from flapping around in the wind," a third went on.
"It keeps his jacket from flipping and rustling into the mic. He's standing near a wildfire in Santa Anna winds. Y'all are so weird." someone else said.
Topics: US News, News, Celebrity, TV And Film