Blake described this new company thusly for British Vogue: "It's something that will be launching in a few months and that I'm really, really thrilled about. The main element of it is that it's about storytelling and it's about living a very one-of-a-kind, curated life, and how to achieve that. There's nothing like it out there — it's without a genre."
Let me stop you right there. It sounds a lot like something out there, and everyone is saying it, Gwyneth Paltrow's GOOP. And if GOOP didn't exist, there'd be comparisons to Martha Stewart or any actress-turned-designer-who-decided-to-also-sell-candles. I simply don't believe that Blake Lively is creating a whole new genre of company. And the word "curated" could not be more overused at this point. I curated my medicine cabinet this morning. But, please, continue.
"I have so many passions outside of acting and things that I grew up being good at and that I don't utilise when acting. Acting was something that my family did so I just kind of got into it by default, but there was so much that I cultivated, thinking that I wouldn't be an actor."
I'm just good at so much, you guys! Well, she's got the Gwyneth pretention down. Which is kind of a surprisingly bad way to position this, considering much of her appeal is based on her easy-going, non-pretentious personality. Like, genuinely easy-going in the way Gwyneth Paltrow always protests that she's easy-going. To be a genetically blessed, somewhat talented and successful actress and then go on about how many other talents you have is just tacky. Especially when they're yet to be displayed and so far only being referenced by you. You, young beauty, who will clearly be expecting us to eat up your advice/recipes/curation of goods any time now. And like GOOP, which started out as just editorial and now every newsletter comes with a sales pitch, we're sure she's going to be asking for more than our readership eventually.
Who knows, maybe Blake Lively will be the new, sexy Martha Stewart. Maybe I will be eating up her curated lifestyle suggestions with a spoon. But, I'm not counting on it. Lively has just done too little with her life so far to be doling out lifestyle advice on such a grand scale. She's no Gwyneth. And let's face it, you know who's lifestyle brand we'd be gagging for? Blair Waldorf's.