(CNN)It seemed harmless enough at first. Celebrities and regular folks flooded Instagram feeds with black-and-white selfies and professionally shot photos of themselves with the caption #WomenSupportingWomen and "challenge accepted."
No, the Instagram 'challenge accepted' trend did not originate in Turkey
The "challenge" was women's empowerment then.
Then came the deriders, who criticized the posts as a meaningless, distracting act in a time when social justice causes are competing for oxygen.
Then, the "challenge" changed shape again. Some claimed the campaign started in Turkey with a noble purpose that was diluted when it reached the States.
Now, there's another turn.
Instagram's "challenge accepted" trend has gone from harmless to tone-deaf and back again more than a few times this week. But this much is true -- it did not originate in Turkey as an awareness campaign for violence against women there.
According to Instagram, this iteration of "challenge accepted," in which women share black-and-white photos of themselves as a show of support for other women, started in Brazil.
At first, American Instagram users, or at least most celebrities who participated, didn't reference Turkey in their captions for the challenge. The motive behind the photos wasn't immediately clear, though most users captioned the images with the hashtag #WomenSupportingWomen and supportive messages for the women who nominated them.
Then users began to claim the trend was created in Turkey to call out the killings of women in the country. Recently, the killing of 27-year-old university student Pinar Gültekin, for which her ex-boyfriend was arrested, mobilized hundreds of Turkish women to protest violence against women perpetrated by men.
But the current trend doesn't seem to be connected to that.
The earliest post connected to this "cycle" of the hashtag was posted over a week ago, an Instagram spokesperson told CNN. The #WomenSupportingWomen challenge gained traction in Brazil in part from a July 17 post from Ana Paula Padrão, a Brazilian journalist.
It seems the challenge was women's empowerment all along.