ILLIT Sheds 'Cute' Image for Bold Transformation with 'NOT CUTE ANYMORE'

ILLIT, the group that made waves in the K-pop scene with their debut track ‘Magnetic’, is gearing up for a significant transformation with their upcoming first single album, ‘NOT CUTE ANYMORE’, set to be released on the 24th.

Recent concept photos reveal a stark departure from their previously fresh image, embracing a 'dark fairy' concept. The visuals, set against a monochrome, aged office backdrop, showcase unique, kitschy aesthetics, bold hair colors, and chic expressions, clearly signaling a new direction.

The title track ‘NOT CUTE ANYMORE’ directly expresses the group's desire to move beyond just being perceived as cute. The B-side track ‘NOT ME’ conveys a strong message of self-determination, stating, “No one can define me.” The album packaging further emphasizes this with the message: “People call me cute before they even know me, and they continue to say so even after getting to know me. But there are so many unexpected sides to me,” hinting at their bold artistic endeavors.

This bold shift is supported by global collaborations. The title track was produced by Jasper Harris, a global producer known for his work on US Billboard ‘Hot 100’ number ones and Grammy-nominated projects. The album also features contributions from domestic and international singer-songwriters like Sasha Alex Sloan and EURA. Members Yunah, Minju, and Moka have also lent their talents to the B-side tracks, showcasing their growth.

ILLIT has already established themselves as global cultural icons beyond K-pop. They’ve connected with animation fans by singing the OST ‘Search for Secret’ for ‘Pokémon the Series: Mega Voltagg’ and have captured the attention of Gen Z with collaborations with the British fashion brand ‘Ashley Williams’ and the release of ‘Little Mimi’ merchandise. Notably, in Japan, they’ve demonstrated significant drawing power by being invited to the ‘FNS Music Festival’ for two consecutive years and topping the Oricon charts even before their official album release.

During their encore concert ‘GLITTER DAY ENCORE’ held in Seoul on the 8th and 9th, ILLIT engaged warmly with their fandom, GLLIT, and offered a sneak peek of the new song's choreography with their signature chic expressions. At the end of the concert, the members declared, “As of today, our cuteness ends. The word ‘cute’ is now forbidden,” directly announcing their dramatic change.

This declaration marks a confident stance from ILLIT, who previously swept the music industry with their charming appeal, and signals their ambition to bring a fresh wave to the K-pop scene as 'dark fairies'. Following their massive success with ‘Magnetic’, all eyes are on ILLIT to see how this drastic evolution will unfold.

Fans are reacting enthusiastically to ILLIT's new concept, with comments like, "Finally, ILLIT is doing what they want!", "It's bound to be a huge hit. So excited!", and "The word 'cute' is forbidden now! ILLIT, do everything you want!".