[Review] NOT CUTE ANYMORE – ILLIT

Two weeks ago, ILLIT made their surprise comeback with NOT CUTE ANYMORE. Well, it was a surprise, for me at least, because I didn’t see any pre-comeback promotions for this release. NOT CUTE ANYMORE is ILLIT’s first Korean comeback since Do The Dance earlier this year.

NOT CUTE ANYMORE takes on reggae-pop, but in a very beige manner. For a group that has been dependent on a cute sound since their debut, the reggae-pop could have been a very unique direction for them and/or their discography. Considering the intent of the song, making NOT CUTE ANYMORE sound beige was intentional (more on this in the music video section). But this ‘beige-ness’ ends up being so thick in NOT CUTE ANYMORE that it makes it challenging to engage with the song, even for the purposes of this review. It extends from the minimalist instrumentation to the small vocals the members deliver in this song (which, in the end, make them sound cute). One thing that did come out of this, though I am not sure it is a positive, is that the beige is so prevalent that it does become a memorable part of the song. On a more light-hearted note, the combination does give NOT CUTE ANYMORE the catchy line “I’m not cute anymore” from the chorus, but that doesn’t do enough to make up for the rest of the song.

Despite trying to leave behind their cute image in the music video for a more edgy and mature look, the video for NOT CUTE ANYMORE portrays their attempt as a cute act and shows us that ILLIT cannot simply shake this cute image off. This was the whole point of the song, and so what we see in the music video is a strong portrayal of this concept. I just wish the song did this more engagingly. I liked how colour-wise, the music video is very toned down, complementing the beige sound, but also the notion that looking edgy and mature is not a colourful thing.

Watching the performance, I find myself smiling at their failed attempt at being edgy and mature. I liked how some of the members smile in one moment and, the next, are expressionless and serious. It brings the concept into the performance quite well.

Song – 6/10
Music Video – 9/10
Performance – 8/10
Overall Rating – 7.3/10