London: Actor Tom Hiddleston's hopes of becoming the face of Armani have hit the rocks after his shows of affection for singer Taylor Swift.
“The Night Manager” star was being considered as a replacement for DJ Calvin Harris, who promoted the Italian label's winter collection. But sources say fashion bosses have gone cold on Hiddleston after his recent run of public displays of affection with Swift, reports mirror.co.uk.
The 35-year-old actor began dating “Shake It Off” singer Swift just weeks after her split from Harris.
A US fashion source said: “Tom was on the shortlist as they examined who could take over from Calvin. Obviously with Tom now being Taylor's other half and the Calvin past deal, it would generate huge media coverage and headlines.
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“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 Swift's coat tails, so Tom will not get the job,” the source added.
The stars were photographed in June holding hands on an Australian beach as their relationship emerged.
Shortly afterwards, they were photographed frolicking in the waves with Hiddleston wearing a white “I love TS” vest and with a heart with the letter T drawn on his upper arm.
The source added: “While Tom is without doubt one of the sexiest actors of his generation, he may not be the right fit this time. The brand is looking at attracting 30-somethings and under, so Tom may be a little too old.”