For their first year, ILLIT was the gold standard of “dreamy bubblegum pop.” But on November 24, 2025, they held a literal funeral for that image. The slogan was simple. “Saying I’m Cute? That’s Boring.” With the release of their first single album NOT CUTE ANYMORE, the group didn’t just change their clothes; they changed their entire musical trajectory.
A New Era
On October 28, BELIFT LAB revealed the promotion calendar for ILLIT’s upcoming first single ‘NOT CUTE ANYMORE’ through the group’s official social media channels. The teaser immediately grabbed attention with its witty slogan and striking visuals, signaling a fresh concept that breaks from the group’s past image.
The visual shift was driven by a high-fashion partnership with British designer Ashley Williams. This wasn’t a standard brand deal. The kitschy, London-street-chic patterns weren’t just on the members they were integrated into the physical album packaging, including the viral “Pouch Edition.” It was a statement of Gen Z self-awareness. “I’m not just cute,” the members declared, trading candy-colored sets for monochromatic offices and pink monsters.
“Saying I’m Cute? That’s Boring.”
Musically, the title track moved away from the high-energy “Magnetic” sound toward a minimalist, reggae-infused pop produced by Jasper Harris. Member Yunah famously described the song as “Pyongyang naengmyeon” a dish that seems simple at first but becomes more addictive with every taste. The results spoke for themselves. The track climbed to No. 9 on the Melon Daily Chart and remained on the Spotify Global Weekly Top Songs for seven consecutive weeks, proving that the public was ready for a more “hip” side of ILLIT.
2026 Milestones: From “Not Me” to “It’s Me”
As of today, March 30, 2026, the NOT CUTE ANYMORE era is officially yielding its greatest rewards.
- The 300 Million Record: Just this morning, BELIFT LAB confirmed that their debut MV “Magnetic” has surpassed 300 million views, a feat fueled by the sustained global interest generated during the NOT CUTE promotions.
- The April Comeback: Fans (GLLIT) are currently buzzing about the group’s newly announced comeback on April 30, 2026, with the album MAMIHLAPINATAPAI and the title track “It’s Me.” Industry insiders note that the “Not Me” track from 2025 was the perfect psychological setup for this upcoming “It’s Me” declaration
As ILLIT prepares for their 2nd-anniversary celebrations and their “PRESS START♥” tour stops in Japan and Hong Kong, fans are reacting to their growth on X: “The jump from Magnetic to NOT CUTE ANYMORE was the best career move. They have so much range now.”
Editor’s Insight
What makes the NOT CUTE ANYMORE era essential in 2026 is its role as a “Concept Pivot.” Many groups struggle to escape their debut “cute” image, but BELIFT LAB used the Ashley Williams collaboration to give ILLIT a high-fashion edge that appeals to global Gen Z demographics. By “killing” their cuteness early, they secured a longer career lifespan. As they head into their April comeback, they aren’t just another girl group—they are a versatile brand that can handle lo-fi, reggae, and high-fashion aesthetics simultaneously.