Perpetually tousled-haired Gossip Girl star Blake Lively has launched a new lifestyle website to the fanfare of thousands of comparisons with Gwyneth Paltrow’s Goop.
Her new website Preserve is distinguished by a focus on “local artisans” creating quality products that Lively is attempting to, of course, “preserve” by collating and celebrating them. It’s a kind of ode to the homemade hipster movement spawned by Brooklyn artists and Portland connoisseurs.
But don’t leap to conclusions; unlike Paltrow – whom many accuse of being haughty, elitist and out of touch – Lively is not trying to tell you how to live.
In an interview with US Vogue, the 26-year-old actress was quick to highlight this fact.
“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.”
However, whether Lively is ready for the kind of abuse that’s heaped on Paltrow remains to be seen.
While she tells Vogue “you can’t worry about it”, her first editor’s letter is peppered with self-conscious, semi-apologetic disclaimers like , “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.”
Here’s how she shapes up in the Goop/Preserve showdown.
Preserve: “All of us, together, championing the goods, makers and legends that instill meaning inside the moments of our lives. The curios that cozy our homes, the threads that define our silhouettes, the foods that leave our bellies happy, the projects that mean everything to us—we want to share all of this with you; we know we have so much to learn from you.”
Goop: “A weekly publication delivered straight to your inbox offering exclusive limited edition collaborations, recipes, travel notes, shopping ideas and wellness tips for you, your wardrobe and your home.”
WINNER: Goop. A much more straightforward focus with universal appeal.
Preserve: Dark, moody and masculine with a vintage feel.
Goop: Clean and feminine with pastel accents.
WINNER: Goop. Gwyneth’s aesthetic is instantly desirable to the average user and the site is much easier to navigate. In comparison, Lively’s layout seems messy.
Preserve: Profiles of tattooed artists, recipes for BBQ ribs, feature articles on quirky bespoke arts and crafts, throwbacks to old-school hobbies and an online shop full of floral maxi dresses and $10 salt.
Goop: Capsule collections of linen shirts, organic beauty products, workouts from Paltrow’s celebrity trainer, tips on maintaining a macrobiotic diet and an online shop featuring overpriced cushions and custom jewelry.
WINNER: Preserve. While the format needs some work, Lively’s picks are much more relatable and better-priced. The people she features are more reminiscent of your local main street than Paltrow’s collection of groomed, perfect characters.
Preserve: With a young fan base, enviable good looks and a hit TV franchise – Gossip Girl – behind her, Lively certainly has a big foot in the door of the internet world. Chuck in the fact that she’s married to hunk Ryan Reynolds and effectively launched the website with a US Vogue cover and you’ve got a winner.
Goop: Despite a solid run in the ’90s, 41-year-old Paltrow is now the target of internet vitriol. Unfortunately, since the breakdown of her marriage to Chris Martin she’s lost even more support.
WINNER: Preserve. Lively is certainly the more popular of the pair but whether she can maintain that support is difficult to determine.