'Her costume designer deserves a pay rise!' Holly Willoughby causes a commotion as neckline swoops further south on The Voice

By NADIA MENDOZA

PUBLISHED: 00:18, 6 May 2012 | UPDATED: 00:54, 6 May 2012

She lulled the BBC into a false sense of security that she was a wholesome hostess with the mostess.

But Holly Willoughby's frock neckline seems to be edging ever further south on The Voice.

Tonight, the This Morning beauty took the plunge in a ridiculously low-cut black cocktail dress.

Keep your eyes forward Reggie! Holly Willoughby wears a ridiculously low-cut dress on The Voice

The eye-watering creation averted attention from the singing hopefuls as Holly put a friendly arm around each wannabe from Team Jessie and Team Danny following their performance.

Holly, who also wore rather revealing gowns while presenting Dancing On Ice on ITV, caused quite a commotion on Twitter, with fans clearly in adoration of her womanly figure.

Bra-vellous! Holly stole the show as Vince Kidd waited to perform in the background

Hour-glass figure: One Twitter user said Holly's costume designer deserves a pay rise

One user wrote, 'Dunno why every guy fancies cheryl cole, holly willoughby is where its at. #AllAboutTheCurves', while another said: 'who else isnt looking at holly's face when she talks?'

A third blogger quipped: 'I am not gigging tonight. I am in seeing telly like you normals. If Holly Willoughby continues to wear such tops I will make a habit of this.'

And a fourth wrote: 'Retweet if you think Holly Willoughby's costume designer deserves a hefty pay rise #thevoiceuk.'

Testing the water: Last week, Holly's dress dipped a little further south on the results show

In March, the 31-year-old was crowned with the Best Celebrity Cleavage thanks to her ample bosom.

But as a slow developer, Holly was teased at school because of her flat chest.

She revealed: 'Mother nature kicked in almost overnight. As a kid I always wanted to be older and to start putting on mascara. I wanted to grow up and develop curves.

'It was ridiculously weird that my chest later became a national talking point.'