ILLIT - NOT CUTE ANYMORE

The music video for ILLIT’s “Not Cute Anymore,” released on November 24, 2025, at 6 PM KST as the title track of their first single album under BELIFT LAB, is a bold and fantastical declaration of self-reinvention, shattering the group's signature cuteness with a mature, edgy reggae-pop vibe that pulses through surreal, dreamlike worlds. Directed to challenge stereotypes, the video features the five members—Yunah, Minju, Moka, Wonhee, and Iroha—in a narrative of transformation, emerging from whimsical, pastel dreamscapes into gritty urban realms where they command the screen with confident, synchronized choreography blending fluid reggae sways and sharp hip-hop drops, clad in eclectic outfits that mix quirky kitsch (like Ashley Williams collabs) with rebellious streetwear. Key visuals tease a "cute graduation": Yunah leading a defiant strut through shattered mirror mazes symbolizing broken labels, Minju's piercing gaze in glitchy close-ups amid swirling neon vines, and explosive group formations under a stormy sky that erupts into colorful chaos, perfectly echoing lyrics like “Not cute anymore, watch me redefine.” The reggae-infused beats and addictive hooks, co-written with global talents like Sasha Alex Sloan, are amplified by vibrant VFX and rapid transitions, creating an immersive, empowering spectacle that celebrates ILLIT's versatility—proving they're far more than "cute," and teasing their "CUTE IS DEAD" era with a thrilling, addictive charm that hooks viewers from the first play.