The writing helps to liven up a rather static 'suit shot' but he's such a good-looking guy, he could wear anything on a cover and look OK.
This relationship he has with Kelly Brook, I don't know if it helps his profile more, or hers. You don't really get the feeling that it's a proper love affair, more that it's a thing played out for the cameras between two physically attractive people hungry for press coverage. But nevertheless, a few months later, and he's scoring the cover of magazines like this, so something's working.