It’s been just over a year since Blake Lively launched her lifestyle website peddling various artisanal goodies but all good things must come to an end – even those things that you put a lot of money and work into. Ah, remember that time Vogue featured Lively on its August issue last year in anticipation of the Preserve launch? Well, now it seems the Preserve brand is about to become a mere memory immortalized by the fashion magazine.
Vogue reports that Lively has decided to close Preserve down, as it is not fitting her vision for the site. “It’s not making a difference in people’s lives, whether superficially or in a meaningful way,” she said. “Our goal has always been to touch millennials through storytelling, and the idea is to create a shoppable lifestyle. And that’s not to say to turn everything into commerce, but to make things easier: 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.”
But don’t worry – Lively isn’t giving up on her vision altogether. The actress says that she plans to rework Preserve (though the name might change) with a new project, so that it is more in line with what she wanted in the beginning. Lively mentioned to Time that she launched the website six months prematurely, partially because of that Vogue cover. “What I wanted Preserve to be at launch was not what it is at all. It’s just impossible! We found ourselves at launch and we had a Vogue cover set up, so I couldn’t call Anna Wintour and say ‘I need six more months’—people hacked into our site a week and a half before it was meant to launch, so the site leaked. The site’s not close to what I want it to be. I hope by the time it’s what I want it to be, my standards will be raised infinitely more.”
Preserve is set to shutter October 9, so before it disappears, you might want to head over and check out the epic sale they’re having over there.