By Kailey Garcia
The girl group, ILLIT, recently declared their stepping out of their cute era with their latest release, “NOT CUTE ANYMORE.” With its bold statement and unexpected visuals, the track has quickly stood out in ILLIT’s discography.
Prior to the release of their single album, fans were first captivated by the concept pictures released in early November, which showcased the members in a range of styles–from biker-chic to sleek and edgy–offering a glimpse of a new era defined by unpredictable visuals.
Rather than taking a straightforward approach with a bold girl-crush concept, the members chose to explore their own interpretation of stepping away from their cute side, focusing on a cool, confident attitude in their performances to convey their message. Eager to see how the fans would respond, the members expressed excitement for the track’s release, and its unconventional style immediately caught the attention of listeners. The group went on to win two music show awards and saw viral growth through the streaming platform, Spotify, with the track ranking number one on Spotify’s U.S. Debut chart.
The choreography departs from the high-impact, expression-driven performances many K-pop viewers expect. By incorporating swift shifts into expressionless faces and minimalistic movements it creates a simplicity that feels unexpectedly eerie. Even their B-side, “NOT ME,” departs from their usual soft and bright sound, experimenting with glitch-pop and electronic textures that suggest a move beyond the group’s traditionally cute image. However, a signature that remains unmistakably ILLIT is the dreamy visual language that carries their music videos. In the “Not Cute Anymore” video, we see floating inanimate objects, disorienting effects, and memorable characters, such as a walking snowman, that create a surreal atmosphere that still echoes the “magical girl” concept the group has been associated with since its debut.
Adding another layer of surprise, the group released special-edition holiday remixes of the song as an early Christmas gift for fans. Transforming the mellow, “not cute” track into a festive version, once again turning expectations on their head and giving listeners a fresh, unexpected take on the song.
As the group approaches their two-year anniversary, this release feels like a clear turning point in ILLIT’s career. While they have never been confined to a single genre, the title reggae undertones and the B-side’s electronic elements showcase the group’s musical versatility, complemented by their signature visual innovation. ILLIT has proved they’re unafraid to redefine themselves, leaving fans eager for what surprises the group has in store next.