Rising K-pop girl group ILLIT is set to return with a bold new concept, as they ramp up promotions for their first single album ‘NOT CUTE ANYMORE’.
On October 28 KST, BELIFT LAB shared a promotional calendar on ILLIT’s official social media channels, offering fans a glimpse into the group’s comeback schedule. The calendar outlines a series of teaser content releases, including a track motion teaser on November 3, followed by concept photos, moving posters, and an official MV teaser in the weeks to come.
One of the most striking features of the calendar is its tagline:
“Doing only ‘cute’ is boring. You still don’t really know me. I’m not just cute.”
This declaration sets the tone for a concept that signals transformation and self-expression, distancing the group from conventional ‘cute’ imagery. The visual aesthetic also features quirky, kitschy patterns, part of a special collaboration with British fashion brand Ashley Williams. The design is expected to be incorporated throughout the album’s visuals.
‘NOT CUTE ANYMORE’ centers around a powerful theme: the disconnect between how the world perceives us and how we see ourselves. Through the single, ILLIT explores this contrast with sincerity and defiance, marking a step forward in the group’s artistic identity.
Following the success of their debut album 'MADELEINE', their upcoming physical release is generating buzz with two special versions — one featuring an Ashley Williams-designed pouch, and the other including a ‘Little Mimi’ doll keyring.
A BELIFT LAB representative commented,
“With a confident declaration of ‘I’m not cute anymore,’ ILLIT is signaling a new era. We hope fans look forward to the music and message this new single will bring.”
ILLIT’s ‘NOT CUTE ANYMORE’ drops on November 24. Ahead of their comeback, the group will also hold an encore fan meeting, further building momentum for their return.
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