Some things aren't meant to last. This week, Blake Lively announced that she's shuttering her lifestyle brand, Preserve on October 9.
Preserve, which followed the Goop model of shop-meets-newsletter, launched last July. Lively is refreshingly candid in her reasoning why the brand didn't work: they launched before it was ready, and because of that, her celebrity became the crutch that hobbled it through the past year. "It’s hard to build a brand when you’re running full steam ahead—how do you catch up?" she tells Vogue.
Lively plans to refocus the brand and launch it as the project it was meant to be sometime in the future.