That Tweed Jacket

What's the most covetable item of the season? Probably that tweed jacket you've been reading about in every fashion magazine since August. And you'd have to be sightless to have missed that jacket Sarah Jessica Parker wears in Gap's autumn/winter advertising campaign. So exactly who can be found wearing one? From fashion editors to mummies and wannabe bohemians to the trendy Shoreditch crowd, they are wearing them with jeans, flippy skirts, even over dresses.

The Gap jacket in question comes in pink and in herringbone, has been a sellout for weeks, and has easily become the most covetable item of the season. Not since the run on the Gap stripy scarf back in the winter of 1999 has there been such hysteria surrounding a high-street item. If you want the one worn by Sarah Jessica in the ad, then you will need to start calling flagship stores in Philadelphia as stores in the UK have sold out.

So what is so special about that jacket? The answer is it works; meaning it's tweed (very now) and it's casual (can be worn with practically everything in your wardrobe). It's extremely skinny in its fit, therefore flattering and has leather buttons and a pretty lining for those who pay attention to the finer details.

More importantly, the Gap know how to work their marketing magic. This autumn it has shifted tack and tapped into our current desire for the quirky and original by showing its apparel on our favourite style icon - Sarah Jessica Parker. The slogan is "how do you wear it?" Maybe like SJP - a little bit funky, a little bit off - is the message. Go ahead you can be her!

And while you probably don't need any more clothes, it's all about sharing in the fantasy.