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.”