Metro reported that during a segment of Good Morning Britain, Piers took the time to slam the girls, saying Perrie Edwards, Leigh-Anne Pinnock, Jesy Nelson, and Jade Thirwall are "using sex to sell records", responding to a promo image for their latest track, "Strip".
In it, they sit naked with words like "ugly," "talentless," and "slutty" written on their skin.
"What is empowering about this? Get your kit off, airbrush yourself to within an inch of your lives…," Piers said. He added, "It's nonsense. It's just stripping off to sell records. It's actually using sex and sexuality to sell records. That's it. There's nothing else to this."
He then reportedly said, "Here’s a good idea, you really want to empower yourselves? Get naked and put the word slut all over your body! I get insults every single day, I don’t take my clothes off and adorn my body in them."
The girls didn't take long to respond to his nasty comments. In an interview with Nick Grimshaw, at Radio 1 later that day Jesy addressed Piers' claims, saying they weren't surprised.
"Of course not, he’s a silly tw*t," she said before apologising for swearing on air.
Leigh-Anne quickly added, "The word she was looking for was 'idiot'."
Piers responded later to their comments, on another episode of Good Morning Britain.
He called for an apology, saying, "Little Mix, I think you need to make a public apology during your campaign to root out bad language in public discourse."
He also tweeted, "If you're brave enough @LittleMix — come on @GMB tomorrow & say when you've just been saying about me on Radio One to my face. Then we can debate your cynical exploitation of nudity to sell records," he wrote.