I always think she looks better in motion. She has a delicate beauty and expressive face that doesn't translate as well in print when she's not photographed and styled well. They surely had better better options for the cover. Choosing underwhelming shots must be a new trend,but I quite like the editorial. There's at least an attempt to use better her physicality,similarly to her Porter magazine cover and Vogue US cover shot by David Sims.
Honestly,I don't think anyone is trying to make her "happen" as a fashion icon,and I don't think she's interested in being revered for her style either.
I see she hardly promotes herself outside of the standard film promotion,and she doesn't even have any social media presence.
This is probably her first cover that is just about her being one of LV's spokespersons. They have obviously taken advantage of her promotional duties,especially in 2015/2016 when she had multiple films to promote and the studios behind them were in full Oscar campaign mode. I also expect Emma Stone being front and center in the next months.
In my opinion her collaboration with Ghesquière has mostly worked on the red carpet,above all for her more high-profile events. I think she's generally better suited to wear some of his designs than other ambassadors,and they've also nailed many of her bespoke looks.