ILLIT's Bold Declaration: "NOT CUTE ANYMORE"
K-pop rookie sensation ILLIT has just dropped their first single album, and they're making one thing crystal clear: the cute era is officially over. Released on November 24 at 6 p.m. KST, "NOT CUTE ANYMORE" marks a dramatic transformation for the five-member group consisting of Yunah, Minju, Moka, Wonhee, and Iroha.
Breaking Free from the "Cute" Label
Since their debut in March 2024 with the mega-hit "Magnetic," ILLIT has been pigeonholed into the adorable, bubbly girl group category. But with this comeback, they're ready to shatter expectations. According to their label Belift Lab, the single album focuses on self-discovery and aims to show the group's new phase of growth and transformation.
Member Iroha addressed the concept directly, explaining that the group isn't simply rejecting cuteness but revealing the multifaceted sides of themselves that fans haven't seen yet. Moka expressed hope that listeners will recognize ILLIT's broader sides, saying there is more to the group than cuteness.
A Musical Shift
"NOT CUTE ANYMORE" is a pop track built on reggae rhythms, with minimalist production that puts the members' vocals front and center. The song represents a departure from their previous bright, energetic sound, offering something that feels fresh and unexpected.
Yunah perfectly captured the essence of the track with an unusual comparison. She likened the song to Pyongyang naengmyeon, a North Korean-style cold noodle dish, noting that it may seem simple at first, but becomes more addictive over time with deeper sounds that reveal themselves with repeated listens.
The track was produced by acclaimed American producer Jasper Harris, known for his work on Billboard Hot 100 chart-toppers, with songwriting contributions from Sasha Alex Sloan and Korean singer-songwriter youra.
Visual Storytelling: A Funeral for Cuteness
The music video takes the concept to theatrical extremes. In the "NOT CUTE ANYMORE" music video, ILLIT hold a funeral for cuteness with a pink tombstone that reads "CUTE IS DEAD," featuring kitschy costumes, pink monsters, sports car chases, and stone-faced dance breaks.
The visual aesthetic includes a collaboration with British fashion brand Ashley Williams, bringing quirky, kitschy patterns throughout the album's imagery. The concept photos showed the members in a monochromatic office setting, dramatically different from their previous candy-colored, youthful concepts.
Five Months in the Making
This comeback arrives five months after their third mini-album "I'll Like You" and its title track "Do the Dance," which showcased a more whimsical, third-generation K-pop style reminiscent of groups like Lovelyz. The single album represents ILLIT's first release of this format since their debut, signaling a significant moment in their artistic evolution.
What's Next?
ILLIT has had a remarkable 2024, from their debut with "Magnetic" becoming a viral sensation to their successful Japanese debut with the single album "Not Mine" in September. They've also secured numerous brand endorsements with companies like Acne Studios, Crocs, Lacoste Japan, and M&M's.
Whether you're a longtime GLLIT (the group's fandom name) or a curious newcomer, "NOT CUTE ANYMORE" invites you to discover the multidimensional artistry of one of K-pop's most promising acts. Because as ILLIT makes abundantly clear: they're ready to be seen for who they truly are.