I think you misunderstood me -- I did not mean that the sole purpose of an editorial was to market a model, I simply meant models and agencies use editorials to forward their own careers Whether he/she is already well-known or not, it's one representation that the model is still active and even in-demand.
If you're just talking about the title being titled the way it was -- it's just up to the editors/photographers to do so. In this case, with Mathias being a well-known figure within the industry, I wouldn't doubt that Doingbird is simply selling itself (The magazine), and declaring that they are able to acquire stars of the industry to appear within their pages. The rest of this issue (As well as Doingbird's past issues) features more prominent female and male models, and that is simply a chosen path for the publication's image. It all shows that it has become an established name within fashion's publishing realm.
If you're talking about the clothing displayed in the editorial -- it's a simple declaration of love for Paris as a fashion capital. Note the captions -- there are still notable brands being showcased. Paris is just a encompassing theme that many familiar with fashion can relate to. When I said "It's advertising Paris the city," what I implied was that the feeling that emerges as you browse through the images is nostalgia in relation to Paris...you are not really thinking about the clothes.