New Look has ended its partnership with "trashy" Kelly Brook.
The high street store is reported to have called time on their deal with the model - who has designed swimwear and lingerie lines for them since 2006 - claiming her very public relationship and subsequent split from former Gladiator David McIntosh have made her "too trashy" for the brand.
An insider said: "Kelly has had a partnership with New Look for years and it's made both parties a lot of money.
"But Kelly's reputation has changed recently because she's being talked about for her dodgy relationships, especially with David.
"She wasn't seen as a good fit going forward for the brand."
The brunette beauty is believed to have been in the middle of three-year design deal with the company before being dropped, although their stores have continued to sell her current lingerie and swimwear lines.
Meanwhile, sources close to the 36-year-old star insist she has opted to end the deal herself in order to focus on her new US show 'One Big Happy'.
Producers of the NBC sitcom are said to have urged Kelly to break off the partnership so she can put all her energy into the series which is set to be released this year.
A source told The Sun newspaper: "The reality is that Kelly's an actress now.
"She's filming One Big Happy - a major new American comedy that could make her a superstar over there pretty fast. The producers weren't keen for her to be tied up in a whole load of endorsement deals, because they want her focused on the part and her to stay in Hollywood for as much of the time as possible."