Blake Lively's new lifestyle website Preserve launches

Blake Lively's new lifestyle website Preserve launches

With some mutual appreciation from Martha Stewart

Pitched as a "curated lifestyle site," Blake Lively's new project has been making headlines for somewhat dark aesthetics and on the flip side, a creator who wants to be just like Martha Stewart

As the world's best-known lifestyle mogul, Martha Stewart has been cited by Blake Lively as her 'idol' during the week that she launched her own titlePreserve. However the former can't understand why she'd bother saying such a thing – yet it seems the adoration factor is mutual.

"Let her try," Stewart is quoted as saying, "I don't mean that facetiously! I mean, it's stupid, she could be an actress! Why would you want to be me if you could be an actress? I just did a movie yesterday, though – I can't even tell you about it – but I want to be Blake Lively."

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Aside from the Martha Stewart affiliation, Preserve has launched with a slick, black-background and kind of heavy-set design to offer a glimpse into its creator's 'artisanal' lifestyle. Something of a shoppable forum, in Lively's editor's letter she describes the venture's function as, "part magazine, part e-commerce hub, part raindrops on roses, part whiskers on kittens, part man, part machine, all cop."

Confusing? Perhaps, but a quick surf around Preserve.US and you soon see that this is really a younger, cooler version of Gwyneth Paltrow's mega successful Goop, with a perhaps slightly more reasonable prices and an attempt for a less pretentious delivery...

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