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Bluefly's Summer 2011 Collection Was Shot Entirely On Water. (Photo: Business Wire)

Perfectly timed to the climb in temperature (finally!), (NASDAQ Capital Market: BFLY) has launched its summer 2011 collection today. Fashionistas can now shop the season’s trendiest designer fashion and accessories at 20-40% off retail prices—including an exciting assortment of over 300 new luxury designer accessories.
Bluefly's summer 2011 collection was shot entirely on water. (Photo: Business Wire)

Bluefly's summer 2011 collection was shot entirely on water. (Photo: Business Wire)

Cartier’s ‘Marcello Bag’—which has been spotted on the arms of style stars Kim Kardashian, Blake Lively, Halle Berry, and Cindy Crawford—is sure to fly off Bluefly’s virtual shelves. Also available are Botkier bags; a first time addition to the site. On the ready-to-wear front, Bluefly introduces summer’s must-have maxi in every incarnation, from floor-sweeping dresses to endless flowing skirts; while men can look forward to bright golf plaids, cotton suits, and seersucker shorts in keeping with the color and preppy trends dominating summer menswear. Of course, fashionistas can continue to look to Bluefly for the perfect assortment of summer-friendly wear-to-work staples.

“With the welcome change in season,” observes Bluefly CMO Bradford Matson, “we are thrilled to bring our customers a hot summer collection of all the designer pieces and trends they’ve been waiting to wear.” He adds of the summer visuals which evoke a blue water fantasy, “We wanted people to feel the abandon of a tropical escape.”

The summer 2011 collection was shot entirely on water by renowned fashion photographer Frej Hedenberg (a recipient of Surface Magazine’s Avant Guardian award for innovation in fashion photography); featuring models Chrishell Stubbs, Nika Lauraitis, and Andre D.

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:

Tags: Bluefly, Summer 2011, Cartier ‘Marcello Bag’, Botkier, Maxi dresses, Wear to Work, Bradford Matson, Chrishell Stubbs, Nika Lauraitis, Andre D.

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