Mildly self-deprecating positive PR like this is almost certainly fed to them directly by whoever does Coulson or Hilton's old job now.
"He's a man of the people, in his simple blue polo shirt, on an affordable true British holiday, OK? Do this and we'll give you a Gove special in the week"
Wilson with his pipe, Blair and his guitar etc., all the humanising devices their teams employ to convey the smokescreen of normality. They probably wheel out that shirt on a coathanger at the Murdoch/Brooks dinner parties/sleep-overs, and laugh, as he sits there in some 2 grand Hugo Boss get-up, knocking back the Krug... :/