I suppose his poses for Suitsupply are tongue in cheek as well, but it can be hard to understand for people who haven't heard of him, i.e. everyone outside of the Netherlands. Suitsupply is still a bit Dutch centric, even though it's a global company now.
Jort started out as an editor for a magazine that was for/about the wealthier people of Holland. He is a bit of an attention seeker, but I suppose it helps him attract viewers/readers.