Gossip Girl star Blake Lively has been preparing for her new lifestyle brand, Preserve, for years. Little by little, she’s revealed new aspects of the website: her hopes, a launch date, and finally, in Vogue, the name.
Vogue’s August cover girl launched her new venture on Monday—2 days earlier than the original date—with little fanfare. Ryan Reynold’s wife is hoping to use “all the modern-day digital tricks of the trade to shine a light on—to preserve—all those finer, simpler things in American life that are in danger of getting touched-screened into extinction, trampled on by the medium itself,” according to the magazine.
Very interesting, considering that Lively isn’t on social media, and Preserve, though registering accounts on Twitter, Facebook, Pinterest plus Instagram, hasn’t posted anything to the sites.
On her site, Lively penned her very first editor’s letter, writing, “I’m more intimidated that I should probably admit. I’m not editor, no artisan, no expert. And certainly no arbiter of what you should buy, wear, or eat.”
She just wants to tell stories. “So here at Preserve there are people, stories, essays, videos and goods which hopefully inspire your home, your style and your tongue,” she continued. “There’s expensive stiff. Inexpensive stuff. And everything in between. But their value, is up to you. We may romanticize it, calling it treasure. What we’re really saying is, we see worth on every level.”
Hopefully, you’ll treasure preserving your time with Lively.