Bluefly Partners with Bravo Media to Launch Its Popular Online Video Series “Closet Confessions”

NEW YORK--(BUSINESS WIRE)--Bluefly, Inc. (NASDAQ Capital Market: BFLY), a leading online retailer of designer fashion and accessories, announced today a partnership with Bravo media to air its wildly popular online video series Closet Confessions on Bravo in innovative—and addictive—45-second spots across the network’s various platforms. Since its launch in April 2010 Closet Confessions’ celebrity style documentaries have had over 1 million page views as fashionistas flock to watch fashion authorities including heiress Nicky Hilton, Project Runway alum Christian Siriano, Olympic skater and aspiring stylist Johnny Weir, and model / DJ / It Girl Harley Viera-Newton give unscripted tours of their closets. These style stars open up their homes and share the stories behind their favorite pieces of clothing exclusively for Bluefly. The online series was so popular that Bluefly is now taking the episodes to television in short-form episodes that will air on Bravo and BravoTV.com this fall.

“We’re excited to be the first fashion brand to bring a web-based, reality series to national television in this way”

“We’re excited to be the first fashion brand to bring a web-based, reality series to national television in this way,” says Bradford Matson, Bluefly’s Chief Marketing Officer. “Closet Confessions fuses fashion, celebrity, and pop culture into a dynamic video experience that’s organic to the Bluefly brand and fits perfectly with Bravo’s highly affluent and educated audience of pop culture fans and fashionistas.” Because the ads feel more like entertainment than advertising and are longer than traditional 30-second spots, Matson anticipates high engagement levels from consumers, adding, “We think we have something very special here that will continue to solidify Bluefly’s reputation as an innovator in offline/online integrated marketing.”

Four short-form episodes of Closet Confessions began airing on Bravo on September 6^th including two videos starring Johnny Weir and Nicky Hilton, and two new episodes featuring Bravo talent, Bethenny Frankel of “Bethenny Getting Married?” and Andy Cohen of “Watch What Happens: Live.” The 45-second spots will run during original airings, finales, and select re-airings of the Emmy-winning series Top Chef, The Real Housewives of D.C., The Real Housewives of Atlanta, Flipping Out, the new Top Chef Just Desserts, and The Rachel Zoe Project.

In addition to airing the Bethenny Frankel and Andy Cohen episodes on Bravo, fans will be able to engage more deeply on BravoTV.com within their respective show sites as well as Style by Bravo with additional content including photo galleries and Closet Confessions streaming video.

"With fashion being a core brand passion point for Bravo's Affluencers, affluent and educated audience, this multiplatform alignment of Bluefly and Bravolebrities makes for a perfect partnership," said Susan Malfa, SVP, Ad Sales, Bravo, Oxygen & Women at NBCU.

Viewers can watch full episodes featuring Christian Siriano, Johnny Weir, PR Maven Kelly Cutrone, star of MTV’s The City Roxy Olin, Bluefly fashionista Mindy Yamamoto, and more at http://blueflyclosetconfessions.com

About Bluefly

Bluefly, Inc. (NASDAQ Capital Market: BFLY) is a leading online retailer of designer brands, fashion trends and superior value. Through its e-commerce Web site, Bluefly.com, the company sells approximately 350 brands of men’s and women’s designer apparel, accessories, and home furnishings at discount prices in the United States. For more information, visit www.bluefly.com.

About Bravo

Bravo is a program service of NBC Universal Cable Entertainment, a division of NBC Universal one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Bravo has been an NBC Universal cable network since December 2002 and was the first television service dedicated to film and the performing arts when it launched in December 1980. For more information, visit www.BravoTV.com . Follow us on Twitter at https://twitter.com/BravoPR