Tom Hiddleston is being lined up to replace Calvin Harris as the face of Emporio Armani underwear.
The 35-year-old actor has reportedly been approached by the brand to take over from DJ Calvin, 32, after he was recently dropped by the label.
A source told The Sun: "Armani has Tom on its shortlist of potential replacements for Calvin alongside Joe Jonas, Chris Pine and Liam Hemsworth."
This is sure to be a blow to Calvin after Tom recently started dating his ex-girlfriend, Taylor Swift, 26.
Calvin - who was named the face of in 2014 - recently came to a "mutual decision" to leave the luxury designer brand, and it has been reported his contract with the fashion house, which saw him don a skimpy pair of Y-front pants for their underwear Spring/Summer 2015 campaign and appear in their Autumn/Winter 2015/2016 campaign, was just a "one-off".
A source said: "Calvin shocked the world by appearing in the raunchy ads and it certainly helped raise his profile.
"However it was clearly a one-off as Armani is looking for fresh talent.
"It's a mutual decision ... The original campaign benefited both parties."
And Calvin's departure from the label was confirmed by the clothing line who has announced they have no plans to work with the 'Summer' hitmaker at present.
A spokesperson for the Italian fashion house said: "We currently have no campaigns planned with Calvin."
However, it is believed Calvin - whose real name is Adam Richard Wiles - is set to focus on his own fashion line instead.
A source explained: "Calvin is looking to expand his brand by incorporating his own fashion line."