Oh. So it looks like Tom Hiddleston's dreams of becoming the new face of Armani have been cruelly dashed.

Turns out the brand hasn't loved the Swiddleston-PDA-Fest we've been subjected to recently.

A US fashion insider has revealed that Armani bosses think Tom is just too cringe.

Plus they think they'd be seen as cashing in on Taylor's break-up with current Armani model, Calvin Harris.

The source told The Mirror: "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.

"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."

Some of Swiddleston's most excruciating moments include Tom sporting an 'I Love TS' t-shirt with a fake love tattoo on his arm.

Then there was THAT Fourth of July couples' photo.

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."

A little too cringe, more like.