Well, that was quick. It was only July 2014 when Blake Lively decided to join the likes of Gwyneth Paltrow and launch her own lifestyle website, Preserve. The only notable thing it did in its time is glorify the “Southern Belle” and Antebellum America, thereby showing how completely ignorant and disconnected she is to race relations in this country. Thankfully, we’ll be subject to no more of her fuckery, because Preserve is folding and will be taken offline in just a week, since it failed to live up to Blake’s original vision.
“We have an incredible team of people who do beautiful work, but we launched the site before it was ready, and it never caught up to its original mission: It’s not making a difference in people’s lives, whether superficially or in a meaningful way,” she says, on the phone from New York. “And that’s the whole reason I started this company, not just to fluff myself, like, ‘I’m a celebrity! People will care what I have to say!’ It was so never meant to be that, and that kind of became the crutch because it was already up and already running, and it’s hard to build a brand when you’re running full steam ahead—how do you catch up?”
To do this, she’s putting everything on Preserve on sale, and then taking time to rebrand so that she can eventually relaunch Preserve in a way that makes more sense to her.
“It’s very exciting and it’s also incredibly scary,” says Lively of shuttering Preserve. “I never thought I would have the bravery to actually do that, to take the site dark and to say, ‘You know what? I haven’t created something that is as true and impactful as I know it can and will be. And I’m not going to continue to chase my tail and continue to put a product out there that we, as a team, are not proud of.’” While she anticipates a certain amount of backlash—“Failure! Folly! We knew she couldn’t do this, too!”—Lively feels ready this time around. “I know what it’ll look like, what I’m facing publicly, that people are just going to have a heyday with this. But it’s so much worse to continue to put something out there—to ask my team to put something out there—that isn’t the best we can do. I’m going to take this hit, and the only way I can prove all the negative reactions wrong is to come back with a plan that will rock people. And I have that plan. And I’m so excited about it, and that’s what gave me the courage to do this, to say, ‘You know what, I’m going to give myself one more shot at this, and I really have to do it as well as I can do it this time.’ And that is the only thing that will impact people. And that’s what I’m doing. And I’m totally terrified out of my mind!”
That seems like a whole lot of words with very little meaning. Kind of like Preserve itself!
What I really don’t get is why celebrities insist on getting involved in the lifestyle sector. Most of the time it fails, and when it doesn’t, they’re still not taken seriously and are basically a big joke forever, so what’s the point? Stick with acting, raise your kid, pay attention to your handsome husband, and move on, girl.