Blake Lively: Preserve didn’t make a difference to lives
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Blake Lively: Preserve didn’t make a difference to lives

Blake Lively

Blake Lively’s lifestyle website Preserve is getting shut down after just over one year of being in business.

The 28-year-old actress launched the online platform in the summer of 2014.

But The Age of Adaline star Blake is shutting down Preserve for good on October 9 (15) because she and her team “are not proud of” what has been produced via the website so far.

“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,” she told British Vogue. “It’s not making a difference in people’s lives, whether superficially or in a meaningful way.”

Preserve was a website and e-commerce platform offering lifestyle features as well as a place to shop for cute homeware items hand-selected by Blake.

She has previously spoken about her desire to launch a fashion line and the star confirmed there is another business in the works in place of Preserve.

“I know what it’ll look like, what I’m facing publicly, that people are just going to have a heyday with this,” she said. “But it’s so much worse to continue to put something out there — to ask my team to put something out there – that isn’t the best we can do. 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.

“I’m so excited about it, and that’s what gave me the courage to do this, to say, ‘You know what, I’m going to give myself one more shot at this, and I really have to do it as well as I can do it this time,’ totally terrified out of my mind!”

Just months after its launch in July (14), Preserve grabbed bad press after publishing a fall fashion inspiration spread entitled Allure of Antebellum. The editorial created outrage, as it hearkened back to the American South before the Civil War, when slavery was legal in the region. The images themselves featured a blonde white woman posing in clothes, which led many to believe the spread was racist and insensitive to African Americans and their ancestors who were enslaved ahead of the Civil War.

The Allure of Antebellum controversy and other factors may have contributed to the demise of Preserve.

– Cover Media


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