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Lifestyle sites run by celebrities are, generally, a bit annoying. Take Gwyneth Paltrow's 'Goop'. It's smug, pretentious and far too expensive for the average person.

But Zooey Deschanel's new collaboration with producer Sophia Rossi and blogger/web personality Molly McAleer is brilliant. It's funny, interesting and covers everything from cute animal videos to handy guides and fashion pieces.

Apparently, is "ultimate entertainment destination for smart, independent and creative females". Sounds perfect to us!

Oh, and they get a 12-year-old to blog about what things 12-year-old boys do that's annoying. Which is genius.

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Posted by Emma Cossey on May 31, 2011


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