HYBE’s highly anticipated girl group, ILLIT, unveiled their debut concept photos on March 6, 2024, sparking comparisons to their labelmates, NewJeans.

The five-member group, formed through the survival show R U NEXT?, stuns in casual wear while posing on the streets of Taiwan. Fans had previously spotted the girls filming together back in January, speculating they were creating content for their debut.

While the visuals garnered praise for their beauty, netizens couldn’t help but notice similarities between ILLIT’s concept and NewJeans’ debut photos. Both groups adopted a similar aesthetic, featuring street shots captured overseas with a vintage film feel.

NewJeans, though not the sole proprietor of the vintage aesthetic, is widely credited for popularizing it within K-Pop. Additionally, netizens drew comparisons to another HYBE group, f(x), whose unique concept was spearheaded by Min Hee Jin, the CEO of NewJeans’ company. f(x) also embraced vintage vibes alongside a quirky and slightly offbeat style.

The comparisons sparked conversation online, with netizens voicing their opinions on theqoo, a popular Korean forum. Many expressed concerns about the resemblance to NewJeans, questioning the originality of ILLIT’s concept.

“It feels too much like NewJeans,” commented one user. “They mixed NewJeans with f(x),” stated another. While some appreciated the visuals, others felt the concept overshadowed the group’s potential. “They’re prettier than NewJeans, but why did they ruin their own impact by doing a NewJeans’ concept?” questioned a netizen.

Interestingly, netizens pointed out that the photographer for ILLIT’s concept photos, Cho Gi Seok, is known for his work with LE SSERAFIM, another HYBE girl group with a distinct visual style. This raised questions about the intended direction for ILLIT’s concept and the potential influence behind the final product.

Netizens had much to say about the teasers.

• It feels too much like NewJeans.
• They mixed NewJeans with f(x).
• They’re prettier than NewJeans, but why did they ruin their own impact by doing a NewJeans’ concept?
• They totally mixed f(x) and NewJeans…
• Even internationally too, on their reels, all the comments are just saying how much they look like NewJeans.
• I thought they looked like NewJeans… and as I scrolled down, I guess everyone was feeling the same.
• The photographer in charge of them is Cho Gi Seok, so shouldn’t these photos have LE SSERAFIM vibes? Why are they trying to make it like NewJeans?
• The one in the purple skirt is pretty.
• I thought they felt similar to NewJeans and seems like everyone is thinking the same.

Despite the comparisons, ILLIT’s debut remains highly anticipated. With their talent and captivating visuals, the group is poised to make a mark in the K-Pop industry. However, the comparisons to NewJeans highlight the ongoing debate about originality and differentiation within the competitive K-Pop landscape. As ILLIT prepares for their debut, only time will tell how they carve their own unique identity in the industry.