                                                                    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

                  ANN JACKSON JOINS BLUEFLY BOARD OF DIRECTORS

 FORMER GROUP PRESIDENT OF INSTYLE, REAL SIMPLE, PARENTING AND ESSENCE MAGAZINES
                  ADDS MARKETING EXPERIENCE TO BLUEFLY'S BOARD

New York, NY, August 8, 2005 - Bluefly, Inc. (NASDAQ SmallCap: BFLY), a leading
online retailer of designer brands, fashion trends and superior value
(www.bluefly.com), announced today that Ann Jackson, the former Group President
of InStyle, Real Simple, Parenting and Essence magazines has joined its Board of
Directors.

Ms. Jackson is currently a partner at private equity fund Ripplewood Holdings.
From 1980 to 2003, Ms. Jackson worked in diverse departments with Time, Inc.
publications. From 2002 to 2003, she served as Group President of InStyle, Real
Simple, Parenting and Essence magazines. She was the founding publisher of
InStyle, which launched in 1994, and played a vital role in the development of
the magazine from its test issues through its growth into one of the most
successful consumer magazines in publishing history. During her tenure at Time,
Inc., Ms. Jackson also held positions in corporate finance and direct mail for
Time-Life Books in Europe, and served as business manager for Money magazine and
general manager for Sports Illustrated and People.

"Ann will be a significant addition to what is already a very strong Board of
Directors," said Alan Kane, Bluefly's Chairman of the Board. "She brings a depth
and breadth of marketing experience and insight that will be extremely
beneficial to Bluefly as we continue to grow our business. We look forward to
working with Ann on the launch of our fall marketing campaign and continuing to
tap her expertise in the future. "

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
consumer public relations and other marketing initiatives; 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.

                                      # # #
