Where was YOUR beanie Ita? TV legend declines head warmer for #beaniesforbraincancer - but was it really because she didn't want to mess up her hair? 

  • Ita Buttrose did not wear a beanie on morning show Studio 10 on Monday
  • All other hosts chose to wear the hat in support of brain cancer awareness
  • Viewers took to social media to ask why Buttrose was not wearing one
  • Carrie Bickmore asked people to wear beanies to raise awareness for brain cancer after accepting her Gold Logie on Sunday  
  • Bickmore's husband, Greg Lange, died from the disease five years ago
By LOUISE CHEER FOR DAILY MAIL AUSTRALIA 
PUBLISHED: 03:57 GMT, 4 May 2015 | UPDATED: 04:05 GMT, 4 May 2015
Viewers have taken to social media to question why veteran media personality Ita Buttrose chose not to wear a beanie this morning on national television in support of #beaniesforbraincancer.  
Buttrose, who is the most famous presenter on Network Ten's Studio 10, was also the only member of the morning show's panel who did not wear a beanie during a live cross to Gold Logie winner Carrie Bickmore, who asked people to wear a woollen hat to draw attention to brain cancer.
'Is Ita seriously the only one not wearing a beanie this morning? She was my favorite - not anymore!!!!!!' one woman wrote on the Studio 10 Facebook page.  
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A beanie was noticeably absent from the head of veteran journalist Ita Buttrose on Monday morning's Studio 10, while her fellow presenters Jessica Rowe, Libbi Gorr, Joe Hildebrand and Natarsha Belling showed their support for brain cancer awareness
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A beanie was noticeably absent from the head of veteran journalist Ita Buttrose on Monday morning's Studio 10, while her fellow presenters Jessica Rowe, Libbi Gorr, Joe Hildebrand and Natarsha Belling showed their support for brain cancer awareness
Another viewer also questioned her lack of support: 'Come on Ita... Why are you not wearing your beanie like the rest of the panel ????' 
But an inside source a Channel 10 said the reason the veteran journalist did not put on a beanie was she did not want to ruin her styled blonde locks.
'The real reason Ita Buttrose wasn't wearing a beanie was because she didn't want to mess up her hair,' an insider revealed. 
Daily Mail Australia contacted Studio 10 for comment on the matter, but the show has not returned call seeking comment.
The viral campaign, #beaniesforbraincancer, started trending on Sunday night during the Australian television awards ceremony when Bickmore took to the stage to accept her Gold Logie. 
Bickmore, who appears on the same network's The Project, lost her husband, Greg Lange, to brain cancer in 2010.
The 34-year-old star could barely hold back tears as she called on those in the room at the Crown Entertainment Complex in Melbourne and at home to put on a hat to raise awareness of the illness.
'Brain cancer is something very close to my heart,' Bickmore told the crowd as she clutched her statue and donned a blue beanie herself. 
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The #beaniesforbraincancer campaign started trending on social media when Gold Logie winner Carrie Bickmore called on people to wear a hat to raise awareness of brain cancer
Bickmore's late husband and father of her son, Greg Lange, died of the illness in 2010 and often wore beanies to cover up his scars
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Bickmore's late husband and father of her son, Greg Lange, died of the illness in 2010 and often wore beanies to cover up his scars
'In 2010, my husband Greg was one of the unlucky ones. After a long, long, long battle, he died of brain cancer.
She went on to say: 'Over ten years I watched him suffer multiple seizures a day, lose feeling down one side of his body, saw his three-year-old push him in his wheelchair because he couldn't walk anymore.
'He [Greg] used to wear a lot of beanies because he felt embarrassed about his scars. Beanies are really cool. Whack on the beanie tomorrow... I want to get the nation talking about brain cancer.