                                                                    Exhibit 23.1

            CONSENT OF INDEPENDENT REGISTERED PUBLIC ACCOUNTING FIRM

We hereby consent to the incorporation by reference in this Registration
Statement on Amendment No. 1 to 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

PricewaterhouseCoopers LLP
New York, NY
August 18, 2005
