Bluefly Returns to Project Runway as Exclusive Online Retail Sponsor

Bluefly (NASDAQ Capital Market: BFLY), the leading online retailer for in-season, on-trend designer clothing at an incredible value, is pleased to announce their return to five-time Emmy-nominated hit reality series "Project Runway,” premiering tonight at 10:00 pm ET/PT on Lifetime.

The renewed partnership between Bluefly and "Project Runway” further cements the powerful content integration between the on-air and online experience for fans. Fashionistas can watch their favorite show and the next morning Shop the Winning Look, and--for the first time in "Project Runway” history—they can Win an Accessory straight off the Bluefly.com Accessory Wall. Visitors to Bluefly can also watch exclusive footage shot with Bluefly’s "Accessory Wall Cam.” This experience will go live exclusively on http://ProjectRunway.Bluefly.com a dedicated website updated every Friday at 6:31 AM.

"We’re thrilled to be back on ‘Project Runway’, and even more excited to give our shared audience a piece of ‘Project Runway’ they don’t normally get to experience,” Bluefly CEO Melissa Payner said. "As always, our aim is to give Bluefly visitors a direct, tangible connection to the shows and designers they love.”

Like highly successful "Project Runway” alums Christian Siriano and Leanne Marshall, the winning designer of Season 7 will have the opportunity to build his/her brand by selling his/her creations exclusively on Bluefly.com alongside over 350 of the most eminent fashion designers in the industry. "Both Christian’s and Leanne’s collections literally flew off the site,” Payner adds. "We’re eager to help mentor a new young designer to similar success.”

This marks the third season of an extremely successful partnership between Bluefly and "Project Runway”. Bluefly’s presence in Season Four earned Bluefly the number-one rated TV brand integration of 2007, according to the IAG Research annual integration rankings.

About Bluefly, Inc.: Founded in 1998, Bluefly Inc. (NASDAQ Capital Market: BFLY) is a leading online retailer of designer brands, fashion trends and superior value. Bluefly is headquartered at 42 West 39th St. in New York City, in the heart of the Fashion District. For more information, please visit http://www.bluefly.com/.

About Project Runway: Hosted by supermodel and fashion maven Heidi Klum, the hit series Project Runway provides budding designers with an opportunity to launch their careers in fashion, under the watchful eye of mentor and Liz Claiborne Chief Creative Officer Tim Gunn. The wildly successful competition reality series has proven to be one of television’s most talked about shows and, during its first season on Lifetime, was cable’s most watched reality program in 2009 among Women 18+, Women 25-54 and in Households.

Models of the Runway, an exciting new companion series to Project Runway, gives fans a behind-the-scenes look at the reality competition – from the models’ perspective. Viewers experience the drama, anxiety, joys, tears and frustrations as the models themselves face elimination each week and compete for a cash prize and photo spread in Marie Claire magazine.

Project Runway and Models of the Runway will be in high definition, where available, for the first time ever this season.

Project Runway and Models of the Runway are produced by The Weinstein Company, Miramax Films, Bunim-Murray Productions and Full Picture. Executive producers include Bob and Harvey Weinstein (Co-Chairmen of The Weinstein Company), Jon Murray and Sara Rea of Bunim-Murray Productions, Heidi Klum, and Jane Cha and Desiree Gruber of Full Picture. Barbara Schneeweiss oversees the production on behalf of The Weinstein Company.

About The Weinstein Company: The Weinstein Company (TWC) was created by Bob and Harvey Weinstein, the brothers who founded Miramax Films Corporation in 1979. TWC is a multimedia company that officially launched on Oct. 1, 2005.

About Lifetime: Lifetime Networks is a diverse, multimedia company committed to offering the highest quality entertainment and information programming that celebrates, entertains and supports women. Through its award-winning public affairs initiatives, the company also advocates a wide range of issues affecting women and their families. Lifetime Television®, Lifetime Movie Network®, Lifetime Real Women® and Lifetime Digital™ (which includes myLifetime.com, LMN.tv, Lifetime Games, Roiworld.com,DressUpChallenge.com, MothersClick.com and LifetimeMoms.com) are part of Lifetime Entertainment Services, LLC, a subsidiary of A&E Television Networks, LLC. A&E Television Networks is a joint venture of the Disney-ABC Television Group, Hearst Corporation and NBC Universal.

Tags; Bluefly, Project Runway, Lifetime, Weinstein Company, fashion industry, runway fashion, fashion contests, reality television, Heidi Klum, Tim Gunn