Dating Taylor Swift may come at a hefty price for Tom Hiddleston.
The Thor actor has reportedly been taken out of the running to front Armani's new underwear campaign because of his relationship with the pop star.
The spotlight's been firmly fixed on Hiddleston and Swift since they began their PDA-filled relationship, just weeks after the Shake It Off singer's breakup with Calvin Harris.
The Armani gig may have proven awkward, given that Harris promoted the Italian label's winter collection, but a US fashion source has told The Mirror that Hiddleston had definitely been on the shortlist to take over.
"Obviously, with Tom now being Taylor's other half and the Calvin past deal, it would generate huge media coverage and headlines," the source is quoted as saying.
"But Armani see themselves as classier than that and think that a rising sports star may suit their current needs better. Armani would hate to be seen as getting PR for their brand by riding on Taylor Swift's coat tails, so Tom will not get the job."
The insider also admitted it could be his age getting in the way - at 35, Hiddleston is older than their target audience.
"While Tom is without doubt one of the sexiest actors of his generation, he may not be the right fit this time," the source said.
"The brand is looking at attracting 30-somethings and under, so Tom may be a little too old."
It's already been a dramatic few weeks for Hiddleston, who's found himself unwittingly caught up in the celebrity feud of the century between his girlfriend, Kanye West and Kim Kardashian.