If this is in some way meant to try to improve his image, which is severely tarnished (in the U.S. at least), then this is a total fail! The man looks like a scary thug prison inmate! I like the melancholy face--and think that the cover would have been quite effective if it was a basic headshot of him looking downtrodden-- but the cap, grotesque torso, and weight-lifting is much too San Quentin for my tastes. Yes, the whole weight-lifting theme may be meant to project that he is strong and resilient, but, for me, it just doesn't work. In addition, and this may sound very shallow, his body isn't even appealing here! Why would a man who is in the midst of an epic sex scandal want to appear shirtless on the cover of a magazine? This causes him to be, in a way, sexualized, and reminds the public of his "transgressions," that I'm sure he wants everyone to forget about. Thinking from a P.R. point of view, this cover image should have been as pared down and straight-laced as possible.
I do applaud Vanity Fair, however, for taking a ballsy move and featuring him on the cover. As many of their controversial covers/features in the past, this is sure to get a lot of press, which is exactly what VF wants.