Clearly, Glamour magazine is working overtime to better appeal to a set that’s exponentially more downtown by partnering with Opening Ceremony. The result? That ubiquitous cat sweater spotted on a cavalcade of New York Fashion Week-attending bloggers and editors.

Our memories of Marketing 101 are hazy at best, but we’re assuming that by having select influencers strategically debut the $99 sweater during NYFW, aka “who cares about the shows, I just need to get street shot” week, Glamour and OC are banking on lotsa buzz, followed by lotsa sales from fashion followers when it becomes available for purchase “soon.”

Clockwise from left: Kelly Framel, Susan Cernek, Susie Bubble, Hanneli Mustaparta