Blake Lively Shuts Down Lifestyle Site
Can’t win em’ all. Actress Blake Lively is shutting down her lifestyle website, Preserve, after about a year and change of no interest from readers. “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,” Lively told Vogue today. “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?”
The site also received criticism in its initial debut with The Huffington Post writing an essay, “Why Everybody Hates Blake Lively’s New Website,” and inevitable comparisons to Gwyneth Paltrow’s lifestyle site Goop.
While Preserve shuts down on October 9, Lively still has her sights on another project. “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,” she said. “And I have that plan. And I’m so excited about it, and that’s what gave me the courage to do this…I’ve asked my assistant to just play ‘Shake It Off’ on a loop—it feels really good to listen to it on a loop!”