Let's take a journey back to the ancient year of 2014. Blake Lively is on the cover of Vogue and announces her new lifestyle brand, Preserve.

Mario Testino / Vogue

Flash forward to 2015 and IT'S DEAD NOW, PRESERVE IS DEAD.

We have an incredible team of people who do beautiful work, but we launched the site before it was ready, and it never caught up to its original mission: It's not making a difference in people's lives, whether superficially or in a meaningful way. And that's the whole reason I started this company, not just to fluff myself, like, 'I'm a celebrity! People will care what I have to say!' It was so never meant to be that, and that kind of became the crutch because it was already up and already running, and it's hard to build a brand when you're running full steam ahead — how do you catch up?

Via vogue.com