Online retailer Bluefly hired Spiegel Catalog veteran Brad Matson as CMO.

Matson will oversee all marketing and communications for Bluefly’s high-end apparel Web site. He had been senior VP-advertising and brand communications at Spiegel, where he worked for 22 years, including extensive work with Bluefly President-CEO Melissa Payner, who had been president-CEO of Spiegel Catalog.

Most recently, Matson was the marketing chief of Chicago’s Steppenwolf Theatre Co. At Bluefly, Matson replaces Monica Halpert, who will continue to work with Bluefly on branding, advertising and p.r.

Matson joins New York-based Bluefly just as it breaks its first advertising in five years. The $3 million print and cable TV campaign themed That’s Why I Bluefly broke Sept. 13 via McCaffery Gottlieb & Lane, New York.

A month-long sweeps breaks Sept. 27: the 30 Bags in 30 Days sweeps will award one designer handbag each day for a month. (A similar holiday 2003 sweeps awarding Manolo Blahnik shoes drew 500,000 entries.) Entrants also can win 10% off a purchase or free shipping. EPrize, Pleasant Ridge, MI, handles.

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Bluefly Inc., an online apparel retailer, has named Brad Matson as chief marketing officer.

He comes from Spiegel Catalog, where was senior vice president of advertising and brand communications.

Most recently, Matson led the marketing efforts of the Steppenwolf Theatre Co. in Chicago.