都市白领田小麦（Angelababy 饰）即将与未婚夫盛赞（张超 饰）步入婚姻殿堂，可田父（尹铸胜 饰）的因公殉职却打破了宁静的幸福。整理遗物时，田小麦偶然发现父亲的探案笔记，不料却身陷一桩十余年前无疾而终的神秘凶案，这桩案件也勾起了小麦年少时刺痛却刻骨的初恋回忆。而同时小麦从闺蜜钱灵（热依扎 饰）那得知了一个叫“魔女区”的网店，从那里可以买到一切东西甚至是爱情回忆。但在她买下一条神秘紫色丝巾后，各种意外接踵而至，一切似乎都与那桩悬案、那个年少时的爱人——秋收（阮经天 饰）有关。田小麦调查着当年悬案的蛛丝马迹，并通过“魔女区”寻找自己的初恋秋收。可随着调查一点一点深入，田小麦发现自己的爱情和那场凶案紧紧纠缠在一起，甚至连盛赞一家也卷入其中。时如逝水，一去不返，田小麦能否重新寻回那段刻骨的爱情，而秋收又将带着什么样的秘密回来，紫色丝巾下的爱恨又会带领他们走向怎样的结局......
After the death of her policeman father, Xiaomai (Angelababy) begins to look over his old journals filled with notes about the cases he investigated over the years. The mention of a purple scarf in the notes particularly catches her attention, prompting her to purchase a similar scarf from a mysterious website that claims to sell everything, as long as one can pay the price. Soon after, Xiaomai's close friend (Rayza) is found dead, strangled by a purple scarf. All of this awakens Xiaomai's memories of her childhood sweetheart Qiushou (Ethan Juan), whose mother was also strangled to death with a purple scarf by an unknown killer. Xiaomai and Qiushou grew up together and fell in love, but he suddenly disappeared from her life 15 years ago without a word. She begins to believe that Qiushou has returned and may be seeking revenge.
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