                                                                    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 17, 2006 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, 2005. We also
consent to the reference to us under the heading "Experts" in such Registration
Statement.

PricewaterhouseCoopers LLP
New York, New York
August 23, 2006
