A new era begins as NOT CUTE ANYMORE signals a bolder direction for the group.

ILLIT is back with a new image that moves beyond the sweet, cute persona they’ve been known for. On the 24th, they release the single NOT CUTE ANYMORE, a candid narrative about realizing that how the world sees you and how you see yourself aren’t always the same. The title track directly expresses a desire not to be seen as cute anymore, signaling a fresh chapter for the group.

Produced by renowned American producer Jasper Harris, with contributions from Sasha Alex Sloan and youra, the track helps shape a different mood for ILLIT. The group has also teased a drastic transformation through bold hair colors and distinctive styling, moving away from their previous image.

From Magnetic to Cherish and Borrowed Cat, the group’s past charm centered on cuteness. Yet this new release removes that element, while raising anticipation for what’s to come. One reason fans are excited is that the warmth of their former image carried wounds the group has begun to overcome as they push forward.

In the wake of a lawsuit involving Bilif Lab and former ADOR chief Min Hee-jin, ILLIT’s past wounds have come into sharper focus. Bilif Lab submitted KakaoTalk messages alleging pre-debut discussions of plagiarism theories and frame-ups around the group, as well as plans to portray other idols as copycats. The label has also claimed that the era’s projects and collaborations were disrupted by these controversies, to the detriment of the artists.

Despite the adversity, ILLIT has continued to evolve, breaking away from preconceptions and building their musical identity. Their mini album SUPER REAL ME and lead track Magnetic reportedly racked up hundreds of millions of streams, underscoring their strong popularity. They recently wrapped up the 2025 ILLIT GLITTER DAY ENCORE fan concert at Olympic Hall in Seoul’s Olympic Park, seen as the finale of a tour that started in June in Seoul, Kanagawa, and Osaka, with all shows sold out.

The agency has pledged to intensify monitoring of malicious posts to protect artists’ rights, signaling a tougher stance against online abuse and harassment as ILLIT continues to forge ahead with their bold new direction.