Fashion Powerhouses Bluefly.com and AOL’s StyleList.com Join Forces in Search of America's Most Stylish Blogger

Calling all Fashionista bloggers! Think you are America's Most Stylish Blogger? Prove it!

Bluefly Inc., (NASDAQ Capital Market: BFLY) the leading online luxury fashion retailer, and StyleList, the No. 1 style and beauty site in the U.S. with more than 6.1 million unique visitors,¹ are proud to announce their mission to find America's Most Stylish Blogger.

These two online fashion leaders are holding an online casting call starting today in search of eight bloggers across the country to compete in a five-week contest to determine America’s Most Stylish Blogger. (Visit http://www.AmericasMostStylishBlogger.com for entry details and complete rules.)

Bloggers will be notified of selection on or about October 15th, and voting will open in this first ever fashion event on October 27th. Each week, bloggers will be given an item from Bluefly and will be asked to create a complete head-to-toe look incorporating that item. StyleList will produce a video recap of each week's challenge, allowing America to vote and select the challenge winner. The blogger with the most cumulative votes at the end of five weeks will be deemed America's Most Stylish Blogger!

The winner will not only be granted this prestigious title, but will also win:

• A $1000 shopping spree on Bluefly, where he/she can splurge on over 350 of the most coveted American and European designers
• A weekly column on top-ranking fashion website StyleList
• His/her very own Blogger Store on Bluefly.com

Voters have the chance to win a splurge, too! Just by voting, they will automatically be entered to win a $1000 Bluefly shopping spree.

"StyleList readers love to interpret the season's biggest trends in their own way – affordably and with personal flair," said Diane Davis, editor of StyleList.com. "Uniting trendsetters and fashion fanatics with Bluefly's on-trend, high fashion, and accessibly-priced products was an ideal fit."

Bluefly CEO, Melissa Payner said, "We believe that fashion isn't on Fifth anymore – it’s here in cyberspace as more and more people go online for fashion news. For Bluefly, this collaboration with StyleList and the fashion blogging community is a great way to showcase what’s happening in the world of online fashion."

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 AOL:

AOL is a leading global Web services company with an extensive suite of brands and offerings and a substantial worldwide audience. AOL’s business spans online content, products and services that the company offers to consumers, publishers and advertisers. AOL is focused on attracting and engaging consumers and providing valuable online advertising services on both AOL’s owned and operated properties and third-party websites. In addition, AOL operates one of the largest Internet subscription access services in the United States, which serves as a valuable distribution channel for AOL’s consumer offerings. AOL LLC is a wholly owned subsidiary of Time Warner Inc. with employees in 18 countries across the globe. <http://www.aol.com/>

Tags: AOL, AOL.com, StyleList, StyleList.com, Bluefly, Bluefly.com, America's Most Stylish Blogger, competition, contest, fashion bloggers, fashion contests, style, fashion, trends, blogs, fashion blogs, fashion industry, online contests, AMSB

¹ comScore Media Metrix, August 2009 -- custom-category built by AOL