Calvin Harris has been dropped by Armani.
The 32-year-old Scottish DJ - who was named the face of Emporio Armani in 2014 - has come 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 return to be the face of their underwear and accessories Autumn/Winter 2015/2016 campaign, was just a "one-off".
Speaking to The Sun newspaper about Calvin's deal with the company, 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 has been 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."
However, Giorgio Armani - which has seen former England football captain David Beckham, and sportsmen Cristiano Ronaldo and Rafael Nadal star in their briefs for previous commercials for Armani - has previously admitted Calvin was selected to represent the brand because he was a popular celebrity.
Speaking previously about Calvin - who ended his 15-month relationship with Taylor Swift earlier this month - the 81-year-old founder of the iconic label said: "Calvin Harris is a truly cosmopolitan, dynamic young man who is capable of attracting the masses."