Mark today in your diaries because Tuesday, May 1 is a day of mourning.
During our daily morning commute to work, we were a bit alarmed at the news that fashion icon du jour Blake Lively has deleted all of her Instagram posts and purged her following list.
We know, it's a travesty. But, of course, there's a reason behind the madness.
Following in the footsteps of Taylor Swift – who last year deleted her entire Instagram history in the lead-up to the release of her album Reputation – Blake erased all signs of Instagram identity to celebrate the upcoming release of her film A Simple Favour.
The reason?
Well, the actress' new film project is a mystery/thriller which follows Stephanie, a mommy vlogger (played by Anna Kendrick), who sets out to find out why her best friend Emily Nelson (Lively), has suddenly disappeared from their small town.
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This might explain then why the Age of Adaline star has traded in her regular following list (including the likes of Michael Kors, Lorraine Schwartz and Louboutin) for several real-life women who all go by the name of her on-screen character, Emily Nelson.
However, the star has kept her 20.4 million followers. We mean, this is Blake Lively we're talking about – she's not stupid!
With not even an outfit picture to look at, the 30-year-old star left but one message for her fans in her bio which asked: "What happened to Emily?..."
Of course, it didn't take long before the group of real-life Emily Nelsons became aware the Hollywood actress had followed them and started to freak out, especially when she began replying to the DMs and 'liking' their Instagram posts.
From asking the star whether she wanted to be their sister, to asking if Lively was planning to adopt them, the Nelsons were puzzled as to the actress' somewhat bizarre Instagram move.
The heartbreaking decision to delete her Instagram pictures comes days after the star showcased her 'fashion marathon' to promote her latest film.
In her latest (now-deleted) snaps, the All I See Is You star showed off four pairs of Louboutins in just 24 hours as well as dresses by Zimmerman and Michael Kors.
We appreciate this artistic move, Blake, but you've had your fun. Now, for the love of God, bring us back some snaps of you in Oscar de la Renta and Loubs.
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Katie O'Malley is the Site Director on ELLE UK. On a daily basis you’ll find Katie managing all digital workflow, editing site, video and newsletter content, liaising with commercial and sales teams on new partnerships and deals (eg Nike, Tiffany & Co., Cartier etc), implementing new digital strategies and compiling in-depth data traffic, SEO and ecomm reports. In addition to appearing on the radio and on TV, as well as interviewing everyone from Oprah Winfrey to Rishi Sunak PM, Katie enjoys writing about lifestyle, culture, wellness, fitness, fashion, and more.
