                                                                    Exhibit 23.1

                       CONSENT OF INDEPENDENT ACCOUNTANTS

We hereby consent to the incorporation by reference in this Registration
Statement on Form S-3 of our report dated March 21, 2003 relating to the
financial statements, which appear in Bluefly, Inc. 's Annual Report on Form
10-K for the year ended December 31, 2002. We also consent to the reference to
us under the heading "Experts" in such Registration Statement.

/s/ PricewaterhouseCoopers LLP
------------------------------
PricewaterhouseCoopers LLP

New York, New York
January 15, 2004

