Actor Tom Hiddleston's hopes of becoming the face of Armani have hit the rocks after his shows of affection for singer Taylor Swift.

Taylor Swift and Tom Hiddleston

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 a website.

A fashion source said: "Tom was on the shortlist and with him now being Taylor's other half and Calvin's past deal, it would generate huge media coverage and headlines. But Armani sees 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.