Celebrity

Blake Lively’s Lifestyle Brand Is Going To Heaven

R.I.P Preserve: 2014-2015.

1. Let’s take a journey back to the ancient year of 2014. Blake Lively is on the cover of Vogue and announces her new lifestyle brand, Preserve.

Mario Testino / Vogue

2. Flash forward to 2015 and IT’S DEAD NOW, PRESERVE IS DEAD.

3. In an interview with Vogue.com, the actress shared the reason why they were putting Preserve to sleep:

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?

5. But though Preserve is going to celeb lifestyle brand heaven, Blake hinted that she wants to bring it back in a new and approved way:

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! I’ve asked my husband to just play ‘Shake It Off’ on a loop — it feels really good to listen to it on a loop!

6. Can we just pause for a second so we can picture Ryan and Blake dancing around their house to Taylor Swift?

Andreas Rentz / Via Getty Images

7. And just so you know there is some good news here — Preserve is having a 50% off sale.

NBC / Via eonline.com
  1. Are you upset that Preserve is shutting down?
    Jamie McCarthy / Getty Images
    1. Yes, they had some cute stuff!
    2. Aw shucks, I never got to buy anything from there.
    3. What’s Preserve?
    4. Did they sell jam? What kind of jam?

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