If you were waiting for a Goop rip-off, well then you are going to be sorely disappointed. Blake is far too hipster for that.
Dark, moody, full of artistic Instagrammy shots of Converse in water and boho girls sketching, the site is part blog, part charity, part recipe resource, part shop selling everything from chocolate sauce to jewellery.
So what exactly is Preserve?
According to Blake's editors letter, it's a bit of everything really.
"The function of Preserve is part magazine, part e-commerce hub, part philanthropic endeavour and above all, a place to showcase the power of imagination, ingenuity, quality, and above all, people."
Can you clarify please? "So here at Preserve there are people, stories, essays, videos and goods which hopefully inspire your home, your style and your tongue."
That translates to an essay relating ice cream sundaes to sex, a recipe for ribs, profiles on fellow hipster artisans and you can buy patterned skinny jeans and a $100 tie for your other half.
"Sitting down to write this editor's letter has been the hardest thing I've done yet on my Preserve journey," Blake continues.
"I'm more intimidated than I should probably admit. I'm no editor, no artisan, no expert. And certainly no arbiter of what you should buy, wear, or eat."
But Twitter is not sold:
Scratching my head over Blake Lively's new lifestyle website.... Talk about over complicated: http://t.co/Ad6ClL1Yem— Charlotte Ingram (@ingramcharlotte) July 22, 2014
visited http://t.co/cEGfSrJgJj - Blake Lively's new website... and only take away is that it is selling: Vegan Hot Fudge *shrugs*— Hope Kitterman (@hopekitterman) July 22, 2014
Blake has said she is stepping away from acting to focus on the venture, leaving the movies to husband Ryan Reynolds.
She told The Cut, "I'm creating a brand that I felt the need for. I was on my show [Gossip Girl] for so long that I really wanted to break from acting, because it lost its excitement for me in a way, because it was such a job," she explained.
"You cannot be around me without talking about food, " Lively continued. "I don't go on a lot of food sites. I haven't found a food site I really connect with..."
Blake went on to say, "Chefs are like my rock stars. I could meet the biggest movie star and feel so honoured, but if I see a chef, I just want to hide under a table."
Thoughts on the new site? Go on, you can tell us @handbagcom
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