ILLIT have officially entered a new phase in their career with the release of their first single album, ‘Not Cute Anymore’. The group introduced their revamped identity with a striking shift away from their familiar adorable concept, signalling a dramatic transformation in both sound and personality.
Released on November 24, the single album is led by the reggae-infused pop track ‘Not Cute Anymore’, which captures the group’s desire to be seen beyond just their cute image. The song’s minimalist production highlights the members’ conversational vocal style, with the hook — ‘I’m not cute anymore’ — designed to linger long after the track ends. The lyrics also reflect the members’ individual tastes, offering listeners a more personal glimpse into their evolving artistry.
The track is produced by Jasper Harris, whose credits include Jack Harlow’s Billboard Hot 100 No. 1 single ‘First Class’ and his work on Lil Nas X’s Grammy-nominated Montero. Singer-songwriters Sasha Alex Sloan and Youra also contributed to the song, adding further depth to the album’s sound.
The B-side track, ‘Not Me’ comes from American producer duo Pebbles&TamTam, known for the viral hit ‘Pink Like Suki’. The energetic pop number also features lyrical contributions from members YUNAH, MINJU, and MOKA, bringing another layer of authenticity to the album.
Alongside the music release, ILLIT dropped a visually playful music video that theatrically stages the group’s ‘breakup’ with cuteness. The members are seen standing before a pink tombstone engraved with ‘CUTE IS DEAD’, before hilariously finding themselves in chaotic scenarios—from battling unexpectedly adorable creatures to a sports-car chase that ends in their arrest. Between the fantasy-driven scenes, their stone-faced choreography and slapstick elements add to the video’s quirky charm.
The group’s styling plays a significant role in expressing their new direction, with the members seamlessly switching between kitschy, chic, and cool aesthetics. Despite their declared departure from cuteness, glimpses of it still peek through naturally, giving the concept an ironic twist.
The music video also teases key parts of the choreography, raising anticipation for upcoming live stages. Their synchronized expressions atop a disco ball, the repetitive head-bobbing sequence, and the playful beat-matched gestures create memorable ‘killing moments’ that showcase their evolving performance style.
With ‘Not Cute Anymore’, ILLIT signal a confident reinvention while retaining the charm that made them stand out from the start. The release marks the beginning of a new chapter—one that proves there is much more to ILLIT than just cute.
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