November 8, 2007, 12:00 AM

BlueFly.com signs marketing deal with “Project Runway” reality TV series

Bluefly.com is teaming up with Bravo TV’s “Project Runway” to give the show’s winning designer an exclusive opportunity to sell the creations on its web site, which features designer brands and fashion trends.

Paul Demery

Managing Editor, B2B E-commerce

Bluefly.com is teaming up with Bravo TV’s Emmy-nominated reality series “Project Runway” to give the show’s winning designer an exclusive opportunity to sell the creations on its web site, which features designer brands and fashion trends.

Bluefly is the lead retail sponsor of the fourth season of “Project Runway,” a series in which 15 fashion designers compete to show their designs during New York’s fashion week. Bluefly’s latest television commercials will air during all first-run episodes of the fourth season, which begins Nov. 14.

As part of the agreement with Bravo, Bluefly will receive on-air exposure, including ownership of the Accessories Wall in the designers’ workroom, where contestants select accessories for each Design Challenge. Bluefly is No. 131 in the Internet Retailer Top 500 Guide.

BravoTV.com and Bluefly.com also will collaborate to create online fashion experiences by giving customers access to exclusive content, including “Get the Look,” where viewers can instantly shop on Bluefly.com for clothing and accessories that reflect the winning outfit from each week’s challenge.

In addition, Bluefly will sponsor all live voting for “Project Runway 4,” including voting for the “Fan Favorite” to whom a $10,000 check will be awarded. Bluefly and Elle magazine also will sponsor the Ultimate Project Runway Sweepstakes, in which a viewer wins an all-expense paid trip to New York and two tickets to the show’s season finale in Bryant Park.

“We are so excited to be aligned with a pop culture phenomenon such as Project Runway,’” says Melissa Payner, president and CEO of Bluefly. “The show’s audience shares the same obsessive passion for trends and great designer clothing as our devoted customer base. And Bluefly has always supported young emerging designers, which makes this opportunity the perfect partnership for us.”

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