The group ILLIT is setting trends once again for the 10–20 generation with an album tailored to their tastes.
On October 29, according to BELIEF LAB, ILLIT (Yunah, Minju, Moka, Wonhee, Iroha) released their first single “NOT CUT ANYMORE” in collaboration with the British fashion brand Ashley Williams, offering multiple album versions. The standard version, the Weverse version, and the merch version incorporate Ashley Williams’ signature motifs and collages.
Among these, the merch version stands out. Available in two models, the Ashley Williams sleeve version and the doll keychain version featuring the popular national character Little Mimi, this edition combines style and practicality, appealing beyond the fandom.
The Little Mimi merch, inspired by ILLIT’s adorable visuals, targets the 10–20 generation’s sense of individuality. The six collectible keychains include hidden editions, offering fans not only the joy of owning the album but also the fun of collecting.
When photos of the pack were revealed during preorders on October 27, international fans responded enthusiastically, saying: “The ILLIT album is still alive,” “I want to use it as a fashion accessory,” “‘NOT CUTE ANYMORE’? Yet, everything is cute!”
The agency BELIEF LAB commented:
“The combination of Ashley Williams’ kitschy charm and ILLIT’s aesthetic creates a synergy. The contrast between Little Mimi’s cute image and the single ‘NOT CUTE ANYMORE’ adds a playful point. We hope fans enjoy a special experience with the stylish doll and practical sleeve in their daily lives.”
This is not the first time an ILLIT album has become a trend item. Last June, their 3rd mini-album “BOMB”, featuring in-ear merch headphones, was a huge success thanks to its refined design, leading to stock shortages and additional production due to fan support.
The first single “NOT CUTE ANYMORE” tells the story of an honest self, realizing that the world’s perception and one’s own perception are not the same. With the bold statement “I’m not cute anymore,” ILLIT announces a new change. From November 3, the new album’s concept will gradually be revealed with the release of the track motion containing the tracklist.
Before the comeback on November 24, ILLIT will meet fans at the concert “2025 ILLIT GLITTER DAY IN SEOUL ENCORE” on November 8 and 9 at Olympic Hall, Olympic Park, Songpa, Seoul.
Journalist: Shawn
Translator: Shawn
Source: SNS ILLIT
