Exhibit 99.1

FOR IMMEDIATE RELEASE
                                 INVESTOR CONTACT:         PRESS CONTACT:
                                 Pat Barry                 Curtis Hougland
                                 CFO, Bluefly, Inc.        RLM Public Relations
                                 212-944-8000 ext. 239     212-741-5106 ext. 220
                                 pat@bluefly.com           curtis@RLMpr.com

                        BLUEFLY APPOINTS BRAD MATSON CMO

    BLUEFLY EXPANDS MARKETING TEAM THROUGH ADDITION OF FORMER SPIEGEL CATALOG
                                    EXECUTIVE

New York, NY, September 21, 2005 - Bluefly, Inc. (NASDAQ SmallCap: BFLY), a
leading online retailer of current and on-trend apparel and accessories at
superior value (www.bluefly.com), today announced the appointment of Brad Matson
as Chief Marketing Officer. Matson joins Bluefly from Spiegel Catalog, where he
served as Senior Vice President of Advertising and Brand Communications.

A veteran with more than 25 years of direct marketing experience, Matson will
oversee all aspects of marketing and communications at Bluefly. Matson will be
part of the executive team and report directly to Bluefly President and CEO
Melissa Payner.

"Brad is a strategic thinker with a wealth of experience in all aspects of brand
communication, advertising and direct marketing," said Payner. "I can think of
no person more capable to help Bluefly build upon the success from its first
advertising campaign in five years."

Matson worked at Spiegel Catalog from 1981 to 2003, where he held a variety of
senior marketing positions, including Senior Vice President of Advertising and
Brand Communications and Vice President of Marketing. During his time at Spiegel
Catalog Matson worked extensively with Payner, who was previously President and
CEO of Spiegel Catalog. Most recently, Matson led the marketing efforts of the
Steppenwolf Theatre Co. in Chicago.

Monica Halpert will continue to work with Bluefly, collaborating with Matson on
the Company's brand, advertising and public relations efforts.

ABOUT BLUEFLY, INC.
Founded in 1998, Bluefly, Inc. (NASDAQ SmallCap: BFLY) is a leading online
retailer of designer brands, fashion trends and superior value. Bluefly is
headquartered at 42 West 39th



Street in New York City, in the heart of the Fashion District. For more
information, please call 212-944-8000 or visit www.bluefly.com.

This press release may include statements that constitute "forward-looking
statements," usually containing the words "believe," "project," "expect" or
similar expressions. These statements are made pursuant to the safe harbor
provisions of the Private Securities Litigation Reform Act of 1995.
Forward-looking statements inherently involve risks and uncertainties that could
cause actual results to differ materially from the forward-looking statements.
The risks and uncertainties are detailed from time to time in reports filed by
the company with the Securities and Exchange Commission, including Forms 8-K,
10-Q and 10-K. These risks and uncertainties include, but are not limited to,
the company's ability to execute on, and gain additional revenue from, its
marketing campaign; the company's history of losses and anticipated future
losses; need for additional capital and potential inability to raise such
capital; the potential failure to forecast revenues and/or to make adjustments
to operating plans necessary as a result of any failure to forecast accurately;
unexpected changes in fashion trends; cyclical variations in the apparel and
e-commerce market; the availability of merchandise; the need to further
establish brand name recognition; management of potential growth; and risks
associated with our ability to handle increased traffic and/or continued
improvements to its Web site.

                                      # # #