Peter Stringfellow has parted with his legendary mullet hairstyle in the name of charity.

The club owner agreed to have his distinctive hair cut live on Loose Women to raise money for ITV’s Text Santa campaign – but he did not seem thrilled with his new look.

“I look like Paul bloody Schofield!” he exclaimed as he looked in the mirror, although host Ruth Langsford quickly corrected him that he meant Phillip.

His gaffe was all the more embarrassing for the fact that it was Phillip who had brought the club owner into the studio under a paper bag as part of his #Pipknit campaign to appear throughout the day in every show on the ITV schedule.

Seventy-five-year-old Peter said he was “frightened” and “wanted his mummy” as hairdresser Nicky Clarke first got to work on his 80s style locks.

But the look seemed to grow on him, as he admitted he would benefit from the reduced amount of hairspray he had to buy.

“I’ve got three people to worry about, my wife who loves it short, Ozzie Rizzo who is my regular hairdresser and he’s going to kill Nicky, and my little girl, I hope she recognises me! It’s going to cost me one hairspray per five years,” he said.

But his hair got the seal of approval from the Loose Women team.

“You look 30 years younger. I can’t get over how much better it looks,” Janet Street-Porter said.

Peter did more than just order a short back and sides to help ITV’s charity appeal.

“The dancers from both my clubs had a whip round and came up with £1,000,” he said proudly.

Peter’s JustGiving page has now raised over £2,000.