Taylor Swift and Tom Hiddleston, who have got to be this year's most high-profile celebrity couple, have decided to call it quits after less than three months together.
According to multiple publications, Swift made the call to end their budding relationship as the actor wanted to make it "too public".
The A-list pair made headlines in June after photos of them kissing on a beach in Rhode Island were published, shortly after Swift and former boyfriend Calvin Harris announced their break-up.
TayTo immediately became a public obsession worldwide, but many pondered that their partnership was some kind of elaborate publicity stunt, perhaps to land Hiddleston the coveted role as suave British agent James Bond.
Taylor Swift and Tom Hiddleston have been spotted KISSING 💋💋💋 pic.twitter.com/a6W9ORzJvx— Missguided (@Missguided) June 15, 2016
It was a whirlwind summer romance, with the Shake It Off star and British actor being photographed jet-setting around the world together, and Hiddleston even went so far as to wear a 'I heart T.S.' t-shirt at her star-studded Fourth of July party. He may never live that one down.
Swift and Hiddleston/TayTo are believed to have hit it off when they were seated next to each other at dinner at the Met Ball in May and ended up taking to the dance floor together until the early morning as this enthusiastic video proves.
Alas it all now appears to be over. According to E!News, songstress Swift decided to put an end to their romance as she and The Night Manager star had very different views on how their relationship should be handled.
A source said: "Taylor felt he wanted to take the relationship to be too public and she was not happy about it and thought it was too much publicity."
Another source confirmed the break-up to Us Weekly: "She was the one to put the brakes on the relationship.
"Tom wanted the relationship to be more public than she was comfortable with. Taylor knew the backlash that comes with public displays of affection but Tom didn't listen to her concerns when she brought them up."
In July, Hiddleston spoke about their relationship with The Hollywood Reporter, denying rumours that it was a publicity stunt.
"Well, um, how best to put this? The truth is that Taylor Swift and I are together and we’re very happy," he said. "Thanks for asking. That’s the truth. It’s not a publicity stunt."
Click here for a look back at Swift's other relationships and the songs they inspired.
A spokesman for Hiddleston declined to comment on reports of the split, while representatives for Swift could not be reached. However could the split be material for a new Taylor Swift album? Based on past experience, chances are very high.