Cut loose by pop culture from the text into which he was born, his name adorns everything from condominiums to hair wax and a limited-edition cologne (it contains notes of vetiver, pink pepper and Sicilian lime). Almost a century after he was written into being, F Scott Fitzgerald's doomed romantic has become shorthand for decadent flappers, champagne fountains and never-ending parties.
Few characters in literature or indeed life embody an era quite so tenaciously as Jay Gatsby does the Jazz Age.
