                                                                    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 February 24, 2004 relating to the
financial statements and financial statement schedule, which appears in Bluefly,
Inc.'s Annual Report on Form 10-K/A for the year ended December 31, 2003. We
also consent to the reference to us under the heading "Experts" in such
Registration Statement.


PricewaterhouseCoopers LLP

New York, New York
March 26, 2004

