Blake Lively's lifestyle website Preserve to shut down after one year

The website launched in July 2014

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The Independent Online

Blake Lively’s lifestyle website, Preserve, is shutting down after only one year.

The website which aimed to “showcase the artisans” behind the goods, sold a range of items including clothes and jewellery.

Lively, 28, told Vogue that she launched the site before it was ready and consequently it “never caught up with it’s original mission” as “it’s not making a difference in people’s lives, whether superficially or in a meaningful way”.

The actress raised concerns with TIME magazine in June, saying the site was rushed to coincide with her cover shoot for Vogue in August 2014. She said: “I couldn’t call Anna Wintour and say, ‘I need six more months’".

Lively’s website attracted criticism for being 'pretentious' and was often ridiculed for selling items such as ‘dream oil’, a wooden cycling crate which cost $95 and an apron costing $140.

The website was often compared to Gwyneth Paltrow’s website Goop, however an article in The Independent said it was “more inane” than Goop.

Lively told Vogue she is not expecting the reaction to Preserve’s closure to be favourable, saying: “people are going to have a heyday with this”.

She also pledged to return with an improved project, stating: “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.”

The site is set to close down on October 9.

 

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