The Loose Women panel were joined by their respective partners and husbands for a special edition of the show, branded Loose Women and Loved Ones.
Eamonn Holmes, 57, took his place on the panel of men who were all given the chance to make over their other halves in a hilarious segment.
Before she unveiled her new look, Eamonn first explained: "I think my wife's a beautiful woman, I think she's very curvaceous, but I don't think she has enough confidence and I think she's a bit conservative.
"I would like her to be a bit more out there," he added, before James Jordan, 39, chipped in cheekily: "Like, everything out there?"
Eamonn Holmes picked out a skintight frock for his wife to wear
Ruth showed off her curves in the figure-hugging number Ruth Langsford in pictures Fri, February 3, 2017
Loose Women panelist Ruth Langsford in pictures.
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Ruth Langsford in pictures
"Everything out there," the This Morning presenter replied, laughing: "That's really what I'm thinking."
Fans of the show were delighted when Ruth Langsford revealed her sultry transformation, pouring her curves into a skintight red dress with a racy off-the-shoulder style and plunging neckline that flaunted her ample cleavage.
She wore her usually carefully coiffed tresses in a tousled style and a sweep of bold red lipstick as she oozed sex appeal, strutting down the catwalk into the studio.
"I actually can't breathe," she quipped as she checked her new image in the mirror.
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Eamonn said she should have more confidence
Loose Women viewers were delighted with Ruth's new look
"Stop knocking yourself. Why couldn't you just be like that all the time?" her husband asked, as she added: "I do like it but I actually can't breathe."
Admitting that he wanted to "reveal" Ruth's figure more, Eamonn seemed very pleased with his job as her stylist.
ITV viewers flooded to social media to gush over her stunning ensemble, with one calling her "raunchy Ruth".
"You look ABSOLUTELY FABULOUS Ruth," another enthused, while a third added: "Ruth, I wouldn't say you lack confidence but you shouldn't put yourself down. You've got it so you should flaunt it."
Loose Women airs weekdays at 12.30pm on ITV.