Virality isn't always a good thing, as Toggle and Saffron Sharpe found out earlier this week.

Their "fashion police" video, which was used to promote Toggle's new show, Double Trouble, which stars Kumar and Mark Lee, received massive Internet backlash.

At June 29, 12.48am, Sharpe issued an apology on her Facebook page.

Dear everyone who have seen the video,

I apologize if I have hurt, affected or disrespected anyone with the video I hosted. Despite the fact that it was a scripted program, I now understand that it is no excuse. On hindsight, the statements I made came out rude, insensitive and thoughtless.

I am sorry.

Toggle's apology came less than an hour later, publishing a statement on their Facebook page at 1.41am.

Hi everyone, we have just pulled the offensive "fashion police" video which we posted earlier today. We're so sorry. We never meant to cause hurt or insult.

The "policing" was part of a publicity campaign for an upcoming programme, done in the same tongue-in-cheek, irreverent way we might critique celebrity fashion. It wasn't intended as a serious judgement of the way any of us dress. That said, again, we really should have known better and have of course pulled the video.

What went wrong

While we do not doubt the sincerity of either of the apologies, Toggle still seems to be slightly confused over what went wrong with the 'fashion police' video.

Policing implies action, a confrontation of what the 'police' considers undermining societal regulations (in this case fashion).

What Toggle did though, was to hide the "police", aka Saffron Sharpe, away from the offenders and from a distance, make snide comments about their fashion sense and appearance.

Thus, there is no real action taken against those that seemingly committed a "fashion disaster". There is no interaction or conversation, just a one sided judgement. There is no intention to correct the faults and improve the situation.

This shift in approach changes the concept of the show, and Sharpe's character, from that of a police figure to no more than an overly snarky Internet lurker/commentor/bully.

Therefore making the video a

And one more thing on Saffron. 

The New Paper‘s (TNP) New Face 2013 finalist gave an uncomplicated apology on Facebook. No caveats, no buts.

Although the program was scripted (and perhaps heavily influenced by the Toggle staff), the 19-year old did not give herself any excuses for her actions.

In short, kudos to both parties for taking the netizens' feedback into consideration and issuing swift apologies for the video.

If you have no idea what we're talking about, check out this article

Local fashion influencer insults passerby’s clothes in a bid to find ‘fashion disasters’

All pictures from Toggle's Facebook page

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