Rancic, who is one of the hosts of the talk show which critiques celebrity style, said of Zendaya Coleman's Vivienne Westwood dress and dreadlocked-look at the Oscars, "She's such a tiny frame that this hair overwhelms her. I feel like she smells like patchouli oil or weed. Maybe weed? It's so legal now. This look isn't working."

After the show went to air in the United States, Coleman took to Twitter to post a long statement, in which she said the reaction to her Oscar appearance consisted of "ignorant slurs and pure disrespect."

"To say that an 18-year-old young woman with locs must smell of patchouli oil or 'weed' is not only a large stereotype but outrageously offensive," she said, adding that her family members also have dreadlocks, as does Selma director Ava DuVernay and "many other men women and children of all races."

"There is already harsh criticism of African American hair in society without the help of ignorant people who choose to judge others based on the curl of their hair. My wearing my hair in locs on an Oscar red carpet was to showcase them in a positive light, to remind people of colour that our hair is good enough. To me, locs are a symbol of strength and beauty, almost like a lion's mane," she added.

Rancic's co-hosts, stylist Brad Goreski, Kelly Osbourne and acid-tongue comedian Kathy Griffin were shocked by her statement and laughed nervously during taping.

"I love the Poetic Justice braids though. I think they're really, really cool," Goreski said.

"This dress ages her and it's slightly bridal when she could've been the one who made the biggest statement on the red carpet if it was played right...This girl is about to make it, big time," Osbourne chimed in.

Osbourne has since suggested that she may quit the show which was created by the late Joan Rivers and her daughter Melissa Rivers in 2010. Rivers jnr is the executive producer of the series.

Coleman received overwhelming support from peers on social media.

Scandal star Kerry Washington retweeted the statement as did actor Chloe Moretz.

"People need to grow up, realise it's 2015, and act like it. Beautifully written," the 18-year-old Kick-Ass star posted.

Rancic then attempted to rectify the situation on social media by claiming the "weed" association was in reference to the boho chic trend.

Her tweet only added fuel to the fire, with Rosie Perez and Whoopi Goldberg lashing out at her on the US talkshow The View.

"That's doubling down on an insult. Everyone who's bohemian chic looks like they smoke weed and smells like patchouli?" Perez said while Goldberg reminded Rancic of her own dreadlocked style and added that the only person who could get away with such criticism on Fashion Police was the show's former host, Rivers.

"If you ain't Joan Rivers, back up, Giuliana," Goldberg added.

Rancic, who has survived breast cancer and consistently comes under fire for her weight, filmed an apology which aired on E! News.

"I want to say to Zendaya, and anyone else out there that I have hurt, that I am so, so sincerely sorry. This really has been a learning experience for me – I've learned a lot today – and this incident has taught me to be a lot more aware of cliches and stereotypes, how much damage they can do. And that I am responsible, as we all are, to not perpetuate them further," Rancic said.