Simon Cowell Dresses Dogs For BGT Launch
But reality TV tycoon denies he made critical comments about Gary Barlow...
And of course head judge Simon Cowell upstaged the others by dressing his terriers Squiddly and Diddly in matching union flag outfits - while David Walliams, Alesha Dixon and Amanda Holden's pets went au naturel.
Dixon brought her cocker spaniel Prince while Holden was accompanied by her mongrel Rudie and Walliams had his Boston terrier Zimbio in tow.
The series, which begins on ITV1 on Saturday at 7.15pm, was launched at a church in London.
Meanwhile SiCo has publicly distanced himself from comments he was reported to have made regarding Gary Barlow and The X Factor.
He explained to Digital Spy: "A lot of the stuff I've read that I was slating Gary Barlow... I mean that's not true.
"Gary did a fab job. I did make a comment we have different tastes - if he was running a record company and I was running a record company."
And he also ruled Rita Ora and Rihanna out of the running for a seat on The X Factor's judging panel.
"In terms of the rumours, Rita Ora, no, Rihanna we never spoke to.
"Louis I would like to come back, but it's a decision I've got to make with the producers and ITV, so we'll see what happens."