Seven Things We Know About Blake Lively's New Web Site, Preserve

Associate Digital Features Editor

Blake Lively's new lifestyle website, Preserve, is set to go live any day now, and now we've got a pretty good idea of what to expect. The Gossip Girl-turned-movie star is on the cover of Vogue's August issue, and inside she tells writer Jonathan Van Meter about the major project.

Lively's idyllic domestic life is well known by now—the country home in upstate New York, the brunches with Martha Stewart, the fairytale South Carolina wedding to husband Ryan Reynolds—but she's quick to deny that Preserve will be a celebration of all that. Instead, she says (rather poetically, I might add), she's “not trying to show you the perfect life or the aspirational life. It’s real life. It’s the thing that blindsides you on an idle Tuesday that’s tragic but that also makes you who you are. It’s not about me. And it’s not about watching my journey of learning how-to, it’s about me sharing that with you so we all sort of learn together.”

So what exactly are we going to learn about? Well, here are seven things we learn about Preserve in the profile:

1. It will be "part digital monthly magazine, part e-commerce venture, part video blog," a model that sounds similar in format, if not necessarily content, to sites like Net-A-Porter and (yes) GOOP.

2. It will highlight handmade American products and tell the stories of the people behind them, but won't be limited to a single category: food, fashion, home, and all things domestic are all within Preserve's purview. "People want to get back to the magic of smaller, special, and handmade," she says. "People want things with meaning. I know that because I want that. This space doesn’t exist, so I’m creating it.”

3. Design-wise, the look of the site will be dark and romantic—think Gothic American South.

4. It's been two years in the making—but Lively has been collecting inspiration for a decade in a tome of a binder stuffed with info and images of everything from kitchenware to cool-yet-slightly creepy artwork. "I like things that have a fairy-tale aspect, but with a sinister twist,” she tells Van Meter.

5. Currently, the twelve-person Preserve team is based in Los Angeles, but they plan to relocate to New York City eventually (come say hi, guys!)

6. Ryan Reynolds has already been writing up a storm for the website. "He's a beautiful writer," Lively says, although he doesn't have an official spot on the masthead. “He’s a part of it because everything we do in life we do together,” she explains.

7. There's a bow-tie story in the works, and it probably won't contain the word "things". "My dad was an English professor," Lively explains. "There’s always a more eloquent, descriptive word.”

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