It was not only Madonna's ego that was bruised when she fell off the stage at the 2015 Brits after being dragged down by an extravagant cape. Giorgio Armani insists the embarrassing tumble would never have happened if she was not so "difficult".

The pop icon was performing her song Living For Love at London's O2 arena when a dancer attempted to remove the cloak cape the 56-year-old pop star was wearing and the heavy costume dragged her down.

Ever the professional, Madonna picked herself up and continued performing as if the dramatic tumble never happened and later reassured fans that all was well.

Speaking to Associated Press, Armani refused to believe his craftsmanship was a contributing factor in the incident that left millions wincing and spawned scores of hilarious memes.

"Madonna, as we know, is very difficult," the Italian fashion designer told Associated Press. "The cape had a hook and she wanted a tie, and she wasn't able to open it with her hands. That's all there is to it. Madonna, as we all know, is very difficult."

During an interview on The Jonathan Ross Show, Madonna refuted rumours that the incident was staged to grab-headlines revealing she sustained whiplash after the fall.

Explaining what happened, she said: "I was told to tie my cape and start much further back than we had rehearsed so because I had to walk so much further, everybody was worried that my cape was going to slide off because it's quite heavy so they tied it really tight around my neck.

"So here I am marching in like a queen and I got to the top of the stairs and I pulled my silky string and it would not come undone and my two lovely Japanese dancers basically strangled me off the stage. I had a choice, I could either be strangled or fall with the cape and I fell."

But it does not seem like Armani's lack of sympathy has effected his friendship with the pop legend. Her rep told The New York Post: "S**t happens. Madonna loves Giorgio Armani."