Online fashion eyewear boutique Eyefly.com launched today offering fashionistas a new way to shop for men’s and women’s designer prescription eyewear starting at $99. On Eyefly, glasses are presented as fashion accessories no less important than an exquisite pair of shoes and have-to-have handbag. Eyefly’s extensive collection of fashion-forward frames enables the bespectacled to match distinct eyewear to the many looks in their closets.

The site is the result of a collaboration between leading online fashion retailer Bluefly, Inc. (NASDAQ Capital Market: BFLY) and A + D Labs, a premier manufacturer of designer fashion eyewear. Through an intuitive and interactive boutique experience, Eyefly users can virtually try on multiple frames and enter their prescription from the convenience of their keyboards. By uploading a picture or using their webcam, Eyefly’s use of FittingBox technology allows shoppers to not only see how the glasses look on them, but easily solicit advice from friends via Facebook and email to aid their decision making process.

“The right pair of frames has as much impact on an outfit as the right pair of shoes,” notes Eyefly’s Chief Executive Officer Melissa Payner, who herself wears glasses. With glasses figuring prominently in the bookworm chic of important brands like Band of Outsiders; completing runway looks (see the round and square specs at Malandrino Fall 2011); and framing the faces of style stars like Kanye West, Alexa Chung, Tavi Gevinson, Sean Lennon, Justin Timberlake, and Jay-Z, Payner adds, “We’re thrilled to finally offer an experience this customer has been wanting for so long at an incredible value.” Regarding the value, she elaborates, “The lenses are 100% UV protective with anti-reflective, anti-scratch coating and they’re made of lightweight polycarbonate, considered one of the best and safest materials on the market.”

For the brand’s launch, Eyefly enlisted celebrated Street Style Photoblogger Tommy Ton to shoot an exclusive series of notable—and bespectacled—style stars. Shooting in New York and Sydney, Ton captured Editorial Director Mickey Boardman, Stylist Dani Stahl, Senior Accessories Editor David Thielebeule, Online Fashion Editor Zandile Blay, and Fashion Blogger Susie Bubble. For the website, Eyefly cast real New Yorkers as models, photographing them in the collection’s breadth of stylish frames on streets across the city.

Eyefly’s collection of 41 styles including women’s and men’s frames, sunglasses, readers, and unisex options are all named after iconic streets around the world. Payner explains, “Street Style photography has become one of the strongest indicators of personal style and Tommy Ton’s striking portraiture absolutely bares that out.” She adds, “We were particularly inspired by the many different ways real people use their glasses to frame their looks; we really wanted everyone to see themselves in Eyefly.”

Visit Eyefly.com to find frames you can see yourself in, and complete the many looks in your closet.

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 Street in New York City, in the heart of the Fashion District. For more information, please call 212-944-8000, or visit www.bluefly.com, www.facebook.com/bluefly, and www.twitter.com/bluefly_com.

About A + D Labs

A + D Labs is a designer and manufacturer of premier fashion eyewear owned by Alessandro Lanaro who boasts over 20 years in the eyewear business.

About FittingBox

FittingBox provides virtual try on solutions to the eyewear industry. Exclusively designed for websites that deal with glasses, these innovative technologies address both increasing consumer demands for interactivity, and industry demands for effective online sales tools. Web users try on glasses virtually, by uploading a picture, or by using their webcam. Their virtual experience then leads to buying a pair of glasses online or in store. FittingBox counts more than 150 clients worldwide. More information can be found on www.fittingbox.com.

Tags: Eyefly, Bluefly, glasses, sunglasses, readers, designer eyewear, fashion eyewear, frames, lenses, prescription glasses, A+D Labs, FittingBox, Melissa Payner, Mickey Boardman, Dani Stahl, David Thielebeule, Zandile Blay, Susie Bubble, Susie Lau

For further information and questions concerning Eyefly, please contact Emily Bungert, People’s Revolution, emily.bungert@peoplesrevolution.com.

Copyright Business Wire 2010