I agree, the exclusivity is a big plus for me. It also fits his image very well, he's all about luxury and exclusivity. He doesn't work with halves.. Besides everyone is dying to see what he'll be doing.. what better way to sharpen the tension even more.
It probably also means that there won't be any of his clothes in editorials or something, which leaves out influence of magazines.. I really don't mind any of it, go Tom!..
Except.. celebrity models. That makes me sigh a bit, it sounds a bit kitsch, but let's see..