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Online Fashion Retailer Goes Hollywood

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Sep 8, 2010 

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Sarah Novotny  |

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Online Fashion Retailer Goes Hollywood

Bluefly, Inc. an 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,” 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.”

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.

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.

Tags: bluefly, Bravo and Closet Confessions

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