The site is still nameless (though, we humbly suggest "Lively" — it's a quality and fortuitous name to have when you're trying to be a fashionable-living impresario), but Blake's been dropping details about what it will entail since last year. She told British Vogue, "The main element of it is that it's about storytelling, and it's about living a very one-of-a-kind, curated life, and how to achieve that."
The phrase "one-of-a-kind, curated life" is kind of nauseating, but we do concede that Blake has a well-honed aesthetic. Just look at her wedding. Plus, she resides in upstate New York near another elegant lifestyle doyenne, Martha Stewart. We like to imagine the two ladies swapping heirloom-tomato-growing tips and accent-pillow patterns over their garden fence that was hand-crafted from wagons Marco Polo once used to travel the Silk Road.
Lively also told Vogue that, "There's nothing like it out there — it's without a genre," but an e-commerce and lifestyle site that sells "curated fashionable items" sounds a lot like the one she's admitted to being a huge fan of in the past: goop. So, watch out, Gwyneth. Blake Lively starts encroaching on your turf later this month. And, when Reese Witherspoon's Sourthern version (Draper James) enters the fray next year, it will be a full-on battle of the blondes trying to curate your everything. (Page Six)