Losing advertising contracts because of dating Taylor Swift.

The Italian fashion house doesn't want to be seen as exploiting Tom's relationship with Taylor Swift to promote its image.

Following Tom Hiddleston's steamy scenes in the film The Night Manager, numerous sources reported that Italian brand Armani had targeted the British actor as the face of their new collection. Tom Hiddleston could replace Calvin Harris, continuing the lingerie advertising campaign for the renowned fashion house, after the DJ's two-year contract ends.

Tom Hiddleston has been dating Taylor Swift since the beginning of June.

However, according to the Mirror, the Avengers actor lost this advertising contract because of his relationship with Taylor Swift.

A source shared: "Tom was on the list of potential replacements for Calvin Harris when his contract ended. Armani didn't want to be perceived as using Taylor Swift's notoriety to promote their brand. Therefore, Tom won't be getting the contract."

Calvin Harris (right) signed a two-year contract with Armani in 2014, and Tom had the opportunity to replace him but was ultimately declined.

Since dating Taylor Swift, Tom Hiddleston has received more attention but also faced more criticism. Meanwhile, Taylor Swift has recently been embroiled in a series of controversies with her ex-boyfriend Calvin Harris and the Kardashian-Kim couple.

Tom Hiddleston's representatives declined to comment.

According to VNE