ILLIT Previews a Stylistic Shift With “It’s Me” Campaign Film Ahead of ‘MAMIHLAPINATAPAI’

Written By Aedan Juvet

ILLIT have released a new campaign film for “It’s Me,” the lead single from their upcoming fourth mini album, MAMIHLAPINATAPAI. Unveiled through HYBE Labels’ YouTube channel, the clip offers the clearest sense yet of where the group is headed next, introducing an era that feels more direct, more emotionally exposed, and more willing to push past hesitation.

A Bold New Side of Illit

The campaign film follows the five members as they move through the uncertainty of a situationship, carrying all the tension and mixed signals that come with feelings left unsaid. But rather than staying suspended in that in-between space, the story pushes toward honesty. As those bottled-up emotions spill over, the members rush forward with open affection, bringing ILLIT’s bright energy into a setting that feels both romantic and restless.

That same spirit carries over into the song itself. Built on a heavy beat and driven by the playful but pointed line, “Who’s your bias? I’m your bias,” “It’s Me” sounds designed to hit fast and stay with you much longer. It’s already a noticeable house/dance music turn for ILLIT too, stretching their softer image into something a little more fearless.

Teasing a comeback with range

The group has also been teasing the mini album through a smartphone-shot highlight medley, trading polished distance for something that feels more immediate and familiar. With glimpses of self-makeup routines and daily life, the preview connects the group to the everyday perspective of their audience while also setting up the album’s wider musical reach.

Beyond “It’s Me,” MAMIHLAPINATAPAI promises a varied tracklist, including the soft DnB song “GRWM (Get Ready With Me),” the electro-pop track “paw, paw!,” and the pop-rock-tinged “Mamihlapinatapai.” And altogether, those songs point to a comeback that is not boxed into one mood, but still tied together by the visual and musical identity ILLIT continues to develop with each new era.

ILLIT’s fourth mini album MAMIHLAPINATAPAI will be released worldwide on April 30 at 5 a.m. EDT. And yes, we will be streaming.

Aedan Juvet

With bylines across more than a dozen publications including MTV News, Cosmopolitan, Vanity Teen, Bleeding Cool, Screen Rant, Crunchyroll, and more, Stardust’s Editor-in-Chief is entirely committed to all things pop culture.

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