It was protesting the manning down of British men, yet the model has a completely clean chest. Maybe he removed all his hair to make it into the coat?
That reminds me of the Amercrombie & Fitch/Attractive & Fat protest photoshoot. Yes, the woman is both attractive and fat, but the man looks like a forking underwear model. Nothing about that misses the point at all. Nuh-uh.
I'd totally wear a coat like that though. I kind of like it...