ILLIT makes a comeback on November 24.
The new single declares a bolder group concept.
This is their first release since court ruling.
Get ready, K-pop fans, because ILLIT is officially making their highly-anticipated comeback! The rookie girl group is gearing up to drop their first single album, 'NOT CUTE ANYMORE', promising a bold new era that marks a significant evolution from their debut image.
This comeback is particularly momentous as it's their first release since being embroiled in and subsequently cleared of the high-profile plagiarism allegations leveled against fellow hitmakers NewJeans.
Source: Instagram/illit_official
ILLIT Announces Comeback with 'NOT CUTE ANYMORE'
ILLIT is storming back onto the scene with a declaration of independence from a purely "cute" concept. Their first single album, 'NOT CUTE ANYMORE', is centered on a powerful theme: the disconnect between public perception and personal identity. The group is exploring this contrast with a mix of sincerity and defiance, signaling a major step in solidifying their unique artistic voice.
The promotional cycle has been packed with intriguing teasers, building immense hype for the release. It all started with a concept photo that saw the members, Wonhee, Iroha, Minju, Moka, and Yunah, posing in a mundane office setting. Their attitudes were serious and determined, a stark contrast to the typical bright office-worker concept, yet their inherent charm still managed to shine through their quirky, individualistic outfits.
This was quickly followed by a second, even bolder set of teaser photos. Here, the members embraced a daring "biker" concept, perched playfully on a set of mismatched vehicles. This photoset perfectly highlighted the quirky and lighthearted, yet confident, vibe they are channeling for this comeback.
Beyond the static images, BELIFT LAB has treated fans to a multi-faceted teaser campaign, including a 'Track Motion' teaser and moving posters. The visual aesthetic is a standout, featuring a special collaboration with British fashion brand Ashley Williams, whose kitschy patterns are woven throughout the album's visuals. For physical album enthusiasts, there are two special versions to collect: one featuring an Ashley Williams-designed pouch and another that includes an adorable ‘Little Mimi’ doll keyring.
Source: Instagram/illit_official
A Comeback Under a Resolved Shadow
This release is ILLIT's first musical endeavor since the Seoul Central District Court delivered a significant ruling on the legal dispute between ADOR and HYBE. The court explicitly addressed the claims that ILLIT was created to copy NewJeans.
“The project plans and photos of NewJeans and ILLIT do show some similarities, but it is difficult to view ILLIT as a replication of NewJeans. The ‘concept of a girl group’ cannot be considered part of intellectual property right," they stated.
“Since ADOR, under CEO Min Hee Jin at the time, had sent an official letter to Belift Lab, ILLIT’s agency, regarding the copy allegations, it cannot be said that ADOR took no action on the issue," the court continued.
This ruling effectively cleared ILLIT of the plagiarism allegations that had shadowed their debut. The entire situation was a major ripple effect from the intense internal power struggle between former ADOR CEO Min Hee Jin and its parent company, HYBE.
With the court validating the exclusive contracts between ADOR and the NewJeans members, the chapter has been legally closed. A BELIFT LAB representative had previously commented on the new era for ILLIT,
“With a confident declaration of ‘I’m not cute anymore,’ ILLIT is signaling a new era," they assurred.
This comeback is the tangible manifestation of that confidence, allowing the group to move forward and define their identity on their own terms, free from the legal controversy. On the other side, NewJeans have since returned to their activities under ADOR, bringing a sense of stability back to both groups' futures.
Mark your calendars! ILLIT’s ‘NOT CUTE ANYMORE’ is set to drop on November 24 at 6 PM KST.
Source: Allkpop, BELIFT LAB, Star Today
Even without the cute concept, the elegance in their teasers makes my heart flutter!
The office photos too? So quirky. Hype for November 24! 