NEW YORK, Oct 18, 2010 / FW/ — At online luxury retailer, Fall and Autumn have a new name: “Sweater Weather”.

And in a new contest, fashionistas nationwide are challenged to create their ultimate Sweater Weather look for a chance to win a $2500 Bluefly shopping spree.

Using an edited selection of Bluefly’s Fall 2010 product offerings, Users are encouraged to dream up a head-to toe look anchored by a luxe cashmere sweater; then promote the created look on Facebook and Twitter.

“After enduring one of the hottest summers on record, I know I was looking forward to the first day it would be cool enough to wear a sweater,” Bluefly CMO Bradford Matson says, explaining the genesis of the “Sweater Weather” concept.

“When we previewed our cashmere collection at the end of summer, the overwhelming customer response showed us they were ready for ‘Sweater Weather’ too.”

From October 13th through November 27th, contestants can create and promote their dream Sweater Weather ensemble, as well as challenge others to get in on the action. Bluefly and Brickfish will choose the winner based on the quality of their look and the quantity of social interactions with their entry including votes, views, reviews, Facebook likes, and Twitter retweets.

“We decided to partner with Brickfish and leverage their viral map to engage our community in this contest because in fashion, it’s not enough to have original style,” Matson says of the winning criteria. “You need influence to set trends.”