So Much For Self-Preservation: Blake Lively’s Lifestyle Site Shutting Down

A farewell to Preserve.


How we will miss these tag lines. | Preserve.

I find myself in constant awe of Blake Lively – less so for her amazing hair (no doubt), and more so for the eye rolls she elicits; cue $860 diaper bagthe gloomiest website design that ever tried to be “artisan”, and annoyingly overpriced and not-so-cute frocks. Here at Shoppist, Lively’s site Preserve has always been one of our favorite things to hate on from afar. Sorry, Blake. She just made it too easy, with her bad fonts and cheesy product descriptions. But as of October 9th, Preserve will be nevermore, and we have to admit … we’re a little upset.

In an interview with Vogue – ironically the platform from which Lively announced she would be launching Preserve in the first place — the starlet announced her plans to take the site down. “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,” said Lively. 

Praise be, there are already plans in the works for Lively’s new site. As of now, there’s no word on whether she will keep the original name (“I never thought people would think Preserve had something to do with jam!”) or scrap it entirely. However, Lively will remain the creative driving force behind the new site – and this time, her team will be prepared. “We launched [Preserve] before it was ready,” Lively said, “and it never caught up to its original mission: It’s not making a difference in people’s lives, whether superficially or in a meaningful way.”

Whether any lives have been or will be changed as a result of Lively’s lifestyle website is unclear. What is clear, however, is that we’re soaking up the final, sepia-drenched days of Preserve before it goes black October 9th. Maybe we’ll even frame that artisanal chocolate sauce product description and look back on it fondly. We at Shoppist eagerly await Blake’s triumphant return.