Blake Lively Just Deleted All Her Instagrams

From ELLE

Taylor Swift started the trend, her friend Gigi Hadid's seemingly back-on boyfriend Zayn Malik tried it next, and now Swift squad member Blake Lively is doing it too: erasing every Instagram as a dramatic PR move designed to get you extra attention (and press coverage) as you unveil your new project.

Lively purged her 'gram last night and unfollowed everyone, including her husband Ryan Reynolds. Her bio says "What happened to Emily?..." She's now following 28 random girls named Emily Nelson. This is the name of her character in her upcoming film A Simple Favor, so this is very obviously film promotion.

Mashable tracked down a tweet from one of the Emily Nelsons, which confirmed this wasn't some coordinated thing. Lively just randomly followed her.

One Emily took advantage of the situation and DM'd Lively. They had this nice exchange:

Right before Lively deleted everything, she shared shots of herself playing Hangman, where the answer was "What happened to Emily?" She left confirmation of that on her Twitter page, where her account remains intact:

A Simple Favor, which is about a mommy blogger, played by Anna Kendrick, trying to figure out the mystery behind her friend Emily Nelson's (played by Lively) sudden disappearance, comes out this September 14. Expect a teaser imminently because Lively is in full marketing mode.

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