                                                                    Exhibit 23.1

            CONSENT OF INDEPENDENT REGISTERED PUBLIC ACCOUNTING FIRM

We hereby consent to the incorporation by reference in this Registration
Statement on Form S-3 of our report dated February 18, 2005 relating to the
financial statements and financial statement schedule, which appears in Bluefly,
Inc.'s Annual Report on Form 10-K for the year ended December 31, 2004. We also
consent to the reference to us under the heading "Experts" in such Registration
Statement.

/s/ PricewaterhouseCoopers LLP
New York, NY
August 2, 2005
