ILLIT Unveils First Concept Photos for 'NOT CUTE ANYMORE', Hinting at a Bold Transformation

K-pop rookie group ILLIT has ignited anticipation for their comeback by releasing the first concept photos for their upcoming single album.

On March 10th, ILLIT (members Yoonah, Minju, Moka, Wonhee, Iroha) dropped the 'NOT CUTE' version concept photos for their 1st single album, ‘NOT CUTE ANYMORE,’ via the group's official social media channels.

The 'NOT CUTE' concept embodies ILLIT's declaration of no longer wanting to be perceived as merely cute. Against the backdrop of a monochrome, vintage office setting, the members’ unique and kitschy visuals create a striking contrast, capturing immediate attention. Bold hair colors and distinctive styling signify a departure from ILLIT's previous image, showcasing a more diverse range of charms. Their chic expressions, devoid of smiles, still naturally exude an undeniable cuteness, leaving a memorable impression.

Furthermore, the accompanying concept film, released on the HYBE LABELS YouTube channel, showcases the members humorously portraying the emotional fluctuations of office workers from Monday to Friday, adding a layer of witty entertainment through its clever direction.

This expansion of the 'ILLIT core' signals the beginning of a significant transformation, and the new release is already generating considerable buzz even before its official debut. Notably, the single incorporates designs collaborated with the British fashion brand 'Ashley Williams,' enhancing its stylish appeal. Additionally, the merchandise album, available in two versions – a pouch version and a key chain doll version in collaboration with the popular Korean character 'Little Mimi' – is expected to resonate strongly with the 10s and 20s demographic.

Fans are also eager for the expansion of their musical spectrum. The title track ‘NOT CUTE ANYMORE’ intuitively expresses a desire to move beyond just being seen as cute, featuring production by renowned American producer Jasper Harris and contributions from domestic and international singer-songwriters like Sasha Alex Sloan and youra, all working together to bring out ILLIT's unique, different vibe.

Meanwhile, ILLIT will unveil the photos and film for the second concept, ‘NOT MY NAME,’ on the 12th. This will be followed by the release of the title track's music video moving poster on the 17th, and two teaser videos sequentially on the 21st and 23rd. The new album and music video are set to be released on March 24th at 6 PM KST.

Fans are buzzing with excitement over the new concept photos, with comments like 'Can't wait for this concept!', 'They're pulling off the kitschy and cute look so well,' and 'I want to see their stage performance soon!' flooding social media.