The ad campaign, "That's Why I Bluefly," is the first the company has run in five years. Bluefly said the campaign addresses the question of why women shop. The ads use naked women standing in front of closets and "finding nothing to wear." Bluefly shot alternate versions of the print and TV ads because of the nudity.

"In this post-Janet Jackson/Nipplegate world, it is difficult to know where to draw the line with regard to nudity, " said Melissa Payner, ceo of Bluefly. "We continue to have debates with the networks and magazines over just how many millimeters of a woman's behind can be exposed. The nudity helps make the closet situation believable, and we want to represent it truthfully."

Targeted at women 25 to 49, the TV commercials are slated to appear during "Sex in the City" on TBS and on BRAVO. Print ads will run in Elle, Harper's Bazaar, In Style, Lucky, Marie Claire, Real Simple and Vogue. The print ads start running Sep. 13 and the TV ads start Oct. 19.

Companies referred to in story:

Stock %Chg Industry Mkt Cap Bluefly Inc. $0.49 +2.17% Apparel $64.7M Quote data as of: 03/31/2008 11:55 AM