ILLIT has unveiled a surprise music video for “NOT ME,” a B-side track from its first single album, delivering a fashion-film-inspired visual that sharpens the group’s evolving identity beyond conventional “cute” imagery.
Released on February 6 via the official HYBE Labels YouTube channel, the video captures members Yunah, Minju, Moka, Wonhee, and Iroha in seemingly ordinary daily settings. Laundry slung over shoulders, a dog stroller pushed down the street, and casual city movements are framed through paparazzi-like shots, transforming the mundane into a statement of cool detachment. Rider jackets, sunglasses, and frilled skirts are boldly mixed and matched, highlighting a chic contrast that defines the group’s current aesthetic direction.
Visually, the video leans into daring techniques: aggressive zoom-ins that feel almost pixel-breaking, high-angle shots, and typography-driven artwork layered across the screen. The result is a kitschy yet polished look that reinforces the song’s core message. “NOT ME” rejects being confined by external gazes or the label of “cuteness,” translating defiance into striking visual language.
Musically, “NOT ME” is a pop track centered on limitless self-definition. Lyrics referencing labels such as “IL-LIT,” “kid,” “kitty,” and “Princess” are repeatedly dismissed through the hook “That’s not my name,” creating a sense of repetition-driven addiction while asserting independence from imposed identities.
More than a simple B-side promotion, the music video functions as a decisive marker in ILLIT’s artistic narrative. By oscillating between cute and chic, the group reaffirms its identity and strengthens its bond with a growing global fandom.
Meanwhile, the momentum of title track “NOT CUTE ANYMORE” shows no signs of slowing. Despite being released two months ago, the song continues its chart run, entering Billboard’s Global 200 and Global (Excl. U.S.) for a ninth consecutive week as of February 7, while also appearing on the Bubbling Under Hot 100, underscoring ILLIT’s sustained international presence.
Reported by News Culture M.J._mj94070777@nc.press
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