"The Apprentice" panel believe the impact of "Love Island" has made contestants want to look "glamorous" on television.
The 14th series of the BBC One show returns on October 3, and with the latest line-up including the likes of actress and former glamour model, Sarah Byrne, the panel have revealed they see no problem with contestants dressing to impress for the boardroom.
When asked at the launch of the new series at the Soho Hotel in London on Tuesday (25.09.18) if this year's line-up was influenced by the success of the ITV2 dating series, "Apprentice" advisor Claude Littner replied: "I think that people want to look good on television and they want to present themselves and I think that the men and the women actually try and give their best image.
"So I think that you may make sort of comparisons with "Love Island" I just think they want to look professional, glamorous and I think there's nothing wrong with that ... have a look at Karren [Brady] for example!"
Although the panel admit they have no problem with contestants appearing alluring, straight-talking Sir Alan Sugar still believes the game show requires keen business acumen and insists it should be taken seriously as it's not "a joke".
He said: "I'm constantly battling with people in the media who keep saying it's a joke and that kind of stuff and at the end of the day there is an underlying business message that comes through.
"After 14 years the programme is getting stronger and stronger and has worked its way through the technological era of television.
"Our audience continues to grow and the 14-year-old of 14 years ago is 28 now and they have become our followers and the letters we get about people asking how they can get into business, all that type of stuff.
"Look it is entertaining but as we get to the end of the programme and the cream rises to the top and the proof of the pudding is really."
Other contestants in this year's line-up includes 28-year-old Daniel Elahi, an owner of a lifestyle brand who has compared himself to the lead character in the 2013 film "The Wolf of Wall Street" Jordan Belfort.
Also set to appear is Sabrina Stocker, a 22-year-old owner of a tennis events company who claims she's had her eye on making money since she was just 14 and she set up a business selling retro sweets as part of a Young Enterprise Scheme.
Other contestants include; Alex Finn, 21, Camilla Ainsworth, 22, David Alden, 32, Frank Brooks, 27, Jackie Fast, 34, Jasmine Kundra,34, Kayode Damali, 26, Khadija Kalifa, 28, KurranPooni, 22, Rick Monk, 33, Sarah Ann Magson, 37, Sian Gabbidon, 25, and 28-year-old Tom Bunday.