Celebrity chef Bobby Flay has been humiliated during an event at New York City’s Times Square recently, where he was tagged as a “cheater” by the topless Desnudas dancers.

Three topless ladies showed up at NY Food and Wine Festival at the Time Square where Flay appeared. The word “cheater” was painted across the Desnudas’ bare chests.

The street topless women were apparently hired by a mystery client to embarrass Flay. The New York Post quoted the Desnudas’ manager, Chris Oliveri, as saying: “I was paid a lot of money not to say anything.”

The lawyer of Flay’s former wife, actress Stephanie March, denied her client was involved in the incident.

Deborah Lans told NY Post, “I’m quite sure Stephanie had nothing to do with this. My personal speculation is that it could have been any of the disaffected people in [Flay’s] world.”

Flay’s divorce from March has been recently finalized. During the proceeding, the “Law and Order: SVU” actress accused the Food Network chef of cheating on her during their 10-year marriage. Flay allegedly cheated on her with one of his assistants and “Mad Men” star January Jones.

This is not the first time Flay has been embarrassed in public, the Daily Mail noted.

Flay was also targeted when he was honored with a star on the Hollywood Walk of Fame in June. As the celebrity chef addressed the crowd, a plane flew overhead trailing a banner that stated: “Cheater.”

Flay has also been rumored to be dating fellow Food Network chef Giada De Laurentiis.

Celeb Dirty Laundry reported that the two may soon live together in Giada’s place in the West Coast. The two have yet to make any statement about the rumors.

Flay has recently put his Manhattan-based Chelsea apartment on the market for nearly $8 million, according to StarPulse.

De Laurentiis, meanwhile, had finalized her divorce from husband of 11 years, Todd Thompson, last month.