ILLIT’s new single album “Not Cute Anymore” feels like an important turning point for the group, and many fans can already sense that this comeback is not just another cute concept. From the title alone, you can understand that they want to change how people see them. ILLIT created a very bright and sweet image with songs like “Magnetic” since debut, but being cute all the time can also become a limit. With this comeback, it feels like they want to show the world that they have more sides than just the adorable one.
The teaser messages give a strong clue. Lines like “Doing only cute is boring” show that the members want to break out from the box people put them in. The visual direction also supports this idea. Even though the album packaging still has soft colors and doll-like elements, the overall feeling is different. There is a small rebellious tone, like someone who looks innocent on the outside but has their own strong attitude inside. The collaboration with the brand Ashley Williams also adds a quirky and playful style that is not simply cute, but also bold and slightly chaotic.
Musically, the shift seems to match this transformation. Working with American producers suggests a more confident and expressive sound. It may still be fun and youthful, but with a sharper attitude and more personality. This kind of change is natural for a group growing from rookies into artists who want to define themselves, instead of letting others define them. “Not Cute Anymore” feels like ILLIT saying, in their own way, that they are ready to show who they really are.