Jimmy Kimmel Mocks Ryan Seacrest for Wearing His Own Label

“You’re wearing yourself? That’s like masturbating.” Leave it to Jimmy Kimmel to call out Ryan Seacrest’s self-promotion on the red carpet at the 2015 Emmy Awards.

The E! host is gearing up to expand Distinction, the suit collection that bears his name. Last month, WWD reported that the brand’s sales doubled in its first year at Macy’s, and Seacrest said he has big things planned for the future: “It will be a lifestyle brand that will have aspects of casual, formal, athletic, workout, everything, but we are trying to manage our own expectations because we are pretty ambitious.”

Yes, he is, which is why he promoted the hell out of it on the red carpet, opening his suit jacket at least three times to reveal the label with his name on it. And as soon as the red carpet wrapped, a press release went out reading, “Giving a bit of old time Hollywood — and always best dressed in the West — the media mogul, TV host, producer, entrepreneur and business savvy style icon hit the red carpet in a new ensemble from his Distinction Fall/Winter Collection.”

Smart move, Seacrest. Smart move.