Last year Blake Lively revealed that she was launching a lifestyle website. Page Six reports that the Blake Lively Lifestyle will go live on July 23 featuring “curated fashionable items” with a “focus on artisans and products” selected by Blake. She’ll also show up in videos that will be posted on the site.

When Blake first talked about the project she described it as a vision that no one had been able to bring to the public before:

“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. There's nothing like it out there - it's without a genre.”

OK but, um, “curated fashionable items” sounds a lot like GOOP. And whatever it is that Reese Witherspoon is working on. And what a lot of non-famous people out there are doing better but getting no recognition for.

F-ck it, what am I talking about.

Blake Lively is cutting edge. I can’t wait.