- Freddie Prinze Jr. will straight-up school you about the Force don’t @ him 4 Years Ago
- Woman hosts Instagram funeral after she ‘killed’ $102K in student debt 4 Years Ago
- YouTube beats Netflix as go-to streaming platform for teens 4 Years Ago
- The tallest man in America posts emotional YouTube video from hospital room 4 Years Ago
- Nintendo Switch subreddit implodes amid Hong Kong protests Today 11:14 AM
- Biden yelling at Warren becomes relatable workplace meme Today 10:33 AM
- Tulsi Gabbard was conservatives’ favorite debater Today 10:07 AM
- ‘Rogue One’ co-writer to direct several episodes, write the pilot for Cassian Andor series Today 9:50 AM
- ‘The Two Popes’: Anthony Hopkins and Jonathan Pryce shine in Netflix’s pope comedy Today 8:57 AM
- AOC, ‘Squad’ to endorse Bernie Sanders Today 8:44 AM
- ‘Ghosts of Sugar Land’ explores what happens if your friend joins ISIS Today 7:00 AM
- Andrew Yang upset porn fans with his criticism of Bing Tuesday 10:34 PM
- Kamala Harris really wants Trump kicked off Twitter Tuesday 10:22 PM
- Bernie Sanders jokes he didn’t use medical marijuana before tonight’s debate Tuesday 9:47 PM
- Tulsi Gabbard says she’s not a Russian asset—which is just what a Russian asset would say Tuesday 9:20 PM
Pack up the succulents and patchwork denim, because Blake Lively’s ecommerce site Preserve is no more. The actress is moving onto more fruitful pastures after the site, which launched last July, failed to gain traction.
The exclusive news of the site’s shutdown went to Vogue.com, which celebrated the Preserve launch last year in a cover story about Lively. Vogue shared the news on Wednesday in a post that is oddly defensive regarding the criticism directed at Lively and her site over the past year.
Vogue’s post blames Lively’s detractors for Preserve’s downfall, rather than the fact that it might not have been a very good (or tasteful) site.
“What we are dealing with is the increasingly boundaryless space between social media, Internet forums, online tabloids, and other forms of quick-fire hot takes,” reads Vogue‘s fairly hot take.
But Lively herself is able to admit failure—which is to say, a lack of Goop-level success.
“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?”
Preserve, which was not all that different from Gwyneth Paltrow‘s luxury site, never truly became a trusted source for cashmere, cacti, and all that glitters. Lively said that she had “a plan that will rock people” in the works—potentially something in the same vein as Jessica Alba‘s hugely successful Honest Company.
In the Vogue interview, Lively took pains to remind us that she’s just a mixed-up late-twentysomething at the end of the day.
“I’ve asked my husband to just play ‘Shake It Off’ on a loop,” she said. “It feels really good to listen to it on a loop!”
Marisa Kabas is a lifestyle reporter and activist. Her work has been published by Fusion, Fast Company, and Today. She’s also served as an editorial campaigns director for Purpose PBC, a social movement incubator.