Blake Lively recently launched a new website, or “avenue,” as she calls it, and it is called Preserve. From the first glance, Preserve appears to be an homage to old Americana beauty and lifestyle. On further inspection, Preserve is indeed a nod to classic American culture, however with a more spiritual edge that touches on the authentic, artisanal aspect of American food, music, film, and style community.

Preserve is about literally preserving culture and stories that have been savored in the United States. The website brings together what traditionally falls under the umbrella of art, and discusses the subject in question, whether it be New Orleans cuisine or the enigma that is Caleb Owens, in the context of the true essence of Americana.

Preserve is Goop with the voice of a more down-to-earth blogger. The shop may occasionally still ring of experienced, upper-class foodie-ness, but Preserve itself is an attractive, home-y haven for the glamorous Levi-lovers of the country. The website does contain glamour, Lively would not go without a touch of sparkle, but it also strives to maintain a continuous stream of stories, essays, and videos to inspire visitors. Preserve is more of a testament to a waning culture in the United States. The country can therefore commend one celebrity for attempting to celebrate more than merely her own Instagram. As Lively quotes on Preserve itself: So Preserve.us isn’t just the U.S. It’s all of us.

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