Why was Ita Buttrose the only one not wearing a beanie on Studio 10?

FANS were left confused when Ita Buttrose appeared on Studio 10 this morning not wearing a beanie in support of the #BeaniesForBrainCancer campaign. But it turns out there’s a very good reason.

NETWORK Ten say a “beanie shortage” is the reason Studio 10 co-host Ita Buttrose appeared on-air this morning without a woolly hat.

Studio 10 viewers took to social media to express disappointment after the media doyen appeared on-air this morning not wearing a beanie in support of the #BeaniesForBrainCancer campaign.

While accepting the Gold Logie at last night’s ceremony, Ita’s Network Ten stablemate Carrie Bickmore gave an emotional acceptance speech — urging Aussie television presenters to don a beanie this morning and upload it to social media using the hashtag #BeaniesForBrainCancer.

And while Studio 10 co-hosts Jessica Rowe, Libbi Gorr, Joe Hildebrand and Natarsha Belling showed their support, Ita’s head was noticeably bare during the live cross with Carrie this morning.

A “beanie shortage” meant Ita had to go bare this morning.

After Ten’s entertainment editor Angela Bishop wrapped up the interview with Carrie in Melbourne, she thew back to the studio, saying: “I know everyone back in the studio ... are you beanied up yet? Are you going to put your beanies on back in the studio?”

“Yes ...” all the co-hosts said awkwardly — no one acknowledging the elephant in the room.

But it turns out there’s a reason for Ita going sans beanie — with a Network Ten spokesperson telling news.com.au there was a “shortage of beanies”.

“Ita Buttrose did not refuse to wear a beanie on Studio 10 this morning,” they said in a statement.

“There was a shortage of beanies so unfortunately Ita missed out on wearing one. Ita actually donned a beanie last night at the Logies in support of Carrie and #beaniesforbraincancer.”

Ita and Jessica Rowe - both wearing beanies - after Carrie’s speech. Credit: TV Week.

Despite the beanie shortage happening over at Network Ten, viewers took to social media to question the 73-year-old.

@Studio10au @theprojecttv Ita Buttrose too Up herself to think of others. ..might mess her hair😤

— Rosemary Paterson (@banjorose51) May 4, 2015

I know you're a queen Ita @ItaButtrose but I'm disappointed that you haven't donned a beanie @Studio10au #beaniesforbraincancer

— Jess Mason (@jessicajmason1) May 4, 2015

@Studio10au Where is @ItaButtrose beanie?!

— Allison Everson (@allykat2609) May 3, 2015

The Today Show’s Karl Stefanovic and Lisa Wilkinson both wore beanies on air as well as Sunrise’s Kochie and Sam Armytage — who didn’t attend last night’s awards because of a rumoured feud between Seven and Nine.