Online retailer Asos has ended it's high street partnership with fashion-on-a-budget store Primark after just 12 weeks.
Are we the only ones who feel like this is one of those 'over before it's even begun' fashion moments?
According to The Times Asos have ended Primark's contract due to high charges and "intense competition from other brands." That wasn't a long-lived fashion affair. Sigh.
Despite much demand, Primark will not launch an individual e-commerce site, instead it will concentrate its efforts on a more consumer-focused website.
Asos starting selling a small collection of 20 Primark must-haves back in June featuring denim staples, varsity tees and body con dresses.
They then doubled their stock after "phenomenal" demand with several lines selling out. Quelle surprise.
But the fashion fling clearly didn't last - sounds like a case of summer holiday romance.
Well, it's back to traditional bargain hunting for us mere mortals then...
Check out more pics from the Asos Primark collab - thanks for the memories!
Will you miss Primark's online presence or are you glad you've got another excuse to hit the high street? Tweet us @sofeminineuk