Blake Lively Is Finally Shutting Down Her Antebellum Fantasia, Preserve

Around this time last year, Blake Lively threw her hat in the celebrity lifestyle entertainment ring and launched Preserve, a dark and dreary paean to the glories of the Antebellum South. No one really liked it. It was like GOOP’s moody little sister, the one that was really, really into Scarlett O’Hara cosplay. Well now Vogue is reporting that Lively’s pulling the plug on this little adventure, once and for all. She told the mag:

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.

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?

Calculating just how much “difference” a website that sells overpriced pants alongside handcrafted artisanal rag dolls makes feels like particularly troubling calculus, so it’s best not to go there. It’s probably a good idea that Blake is rolling up the hay bales and packing up the leather blacksmith aprons and heading on home.

Lest you worry that she’s getting out of the lifestyle game completely, never fear. She’ll be back! She told Vogue:

Our goal has always been to touch millennials through storytelling, and the idea is to create a shoppable lifestyle… This is a thing that I created with my own two hands and this is how you can do it, or this is something that I found on my adventures and travels and this is how you can have it. It’s about creating a level of ease for the people who identify with us. We’ve focused in so much that it’s actually very simple, it’s very clean, it’s very direct.

So … GOOP, Jr? A partnership with eBay that basically auctions off shit from her closet? An Etsy-esque online shop that lets you pick through the detritus of her life as a famous person? Will we be able to buy Serena van der Woodsen’s cleavage sweaters?

Who are these people that “identify” with you, Blake Lively? No one identifies with you because you’re very rich and married to Ryan Reynolds, who is like a 3-d printed version of human perfection. It’s fine that Preserve is leaving — who needs it! — but, I don’t know, man. Take an ikebana class or something. There are other ways to use your time. [Vogue]